Joules’ sales rocketed during its full year, the group said in a pre-close update.

Sales at the fashion retailer, known for its preppy aesthetic, rose 17.2% to £218m in the year to May 26.

Profits are expected to be at the upper end of guidance.

Retail sales rose 22.7% to £159.1m, while wholesale rose 2.9% to £57.1m due to some former wholesale accounts now being classified as retail concessions. Licensing revenue shot up 147.3% to £1.8m thanks to new partnerships.

Ecommerce sales accounted for half of retail revenues. International sales represented 16% of revenue, up from 13% the year before.

Joules said its new ‘total retail’ model was well suited to meeting quickly changing consumer habits.

Chief executive officer Colin Porter said: “As Joules celebrates its 30th anniversary, this strong performance reflects the strength of our distinctive brand as well as the appeal of our products across an ever-increasing range of lifestyle categories. Supported by this strong momentum, we continue to look forward with confidence despite well-documented sector headwinds.”

Porter is due to step down from his role as Asda executive Nick Jones takes over at the helm.