Joules marketing manager Georgina Johnson said the 12-store chain was benefiting from the move away from value fast fashion. “We are witnessing a backlash against the throwaway fashion of the high street. Our customers are looking for style and quality combined with affordability,” she said.
Last year, Joules opened three stores and it plans to open a further two by spring, at Richmond and Southwold in Suffolk, as well as three concessions. Its products will also be sold in Harrods for the first time.
Joules will launch a transactional web site in the US this month to test the popularity of the brand there. The retailer wants to generate half its sales from its online and mail order business, which accounts for 30 per cent at present. This summer, Joules will relaunch its UK web site.
Joules has 10 standalone stores in small towns and two factory outlets. Its products are also sold through more than 500 UK stockists.
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