Joules opens its largest store on Edinburgh’s George Street today, and last night hosted a launch event for its VIP customers.

The exterior of Joules's new Edinburgh store

The exterior of Joules’s new Edinburgh store

The exterior of Joules’s new Edinburgh store, complete with trademark sheep

The fashion brand opened up its new 3,375 sq ft store to around 500 of its VIP customers, offering free personalised notebooks and scarves, as well as cocktails.

The new store replaces Joules’s Edinburgh’s old George Street shop that’s just a few doors down, and is its largest yet, featuring menswear, womenswear, kidswear, babywear and homeware.

Several seating areas and spacious changing rooms mark a departure from Joules’s normally compact approach, and customers were entertained by a musican as they browsed the store.

The retailer floated earlier this year, and has delivered a positive update with sales surging 13%, making it an exception in a tough fashion market.

Joules started life at country and equestrian fairs. After its trademark bright wellies made their mark, it expanded to offer distinctive, bright, country and outerwear for the whole family.