Joules: From Market Stall to Global Fashion Brand
With nearly 50 years of history, Joules has grown from a humble British market stall to an internationally renowned fashion brand, celebrated for its vibrant twist on classic country lifestyle clothing.
The brand embodies the spirit of Great Britain, drawing deeply from its heritage, culture, and love for all things bright and bold.
As one of our most popular brands, Joules has consistently crafted pieces that resonate with lovers of British fashion, blending tradition with a fresh, contemporary feel.
Today, we’re examining the brand’s journey from the 1970s to the present day.
Join us as we explore the history of Joules, decade by decade, with a peek into the range of products that continue to bring its unique character to life.
Joules in the 1970s
In 1977, Ian Joule established Joule & Sons, marking the beginning of what would later become the Joules brand.
Starting with a focus on outdoor clothing and accessories, Joule & Sons sold high-quality, durable apparel at rural fairs and country shows, appealing to a niche audience interested in outdoor pursuits.
The brand’s early years were defined by a strong reputation for well-crafted, practical clothing, which helped build a solid foundation and loyal customer base. Joules’ focus on this demographic laid the groundwork for its growth in rural and later mainstream markets over the following decades, even as it expanded its product lines and customer reach.
This era set the stage for Joules’ evolution, positioning it for future growth as a quintessentially British outdoor lifestyle brand, especially as they moved from solely distributing other brands toward developing their own designs.
Joules in the 1980s
During the 1980s, Joules built its retail reputation through steady growth in the British countryside clothing market.
This decade largely focused on trading, yet marked a turning point when Tom Joule took over in 1989. With an eye for vibrant, unconventional designs, Tom aimed to redefine country wear by adding fun, colourful patterns to what was traditionally more muted apparel.
He observed a gap in the market, and has later stated, “What the country crowd actually wants is colour and fun and entertainment. All we've done is take traditional country clothes and funk them up," emphasising his departure from traditional green and brown tones in favour of livelier options. [LDC]
This shift laid the foundation for Joules to become a brand synonymous with playful and modern countryside styles, paving the way for its broader popularity in the following decades.
Joules in the 1990s
Joules rebranded as simply "Joules" from "Joules & Sons" in the early 1990s, marking a shift in the company's focus.
Initially, Tom Joule began selling branded goods at small country fairs but soon identified an opportunity in creating and selling his own line of outdoor wear.
By 1997, Joules had begun achieving notable success by expanding to larger events. This evolution culminated in the launch of the first full clothing collection under the Joules name in March 1999 at the Burghley Horse Trials. This prestigious event aligned with their target market's lifestyle and interests.
This strategic rebranding and product expansion throughout the 1990s helped Joules establish a loyal customer base and set the scene for the next decade of growth in the UK fashion market.
Joules in the 2000s
The 2000s were a transformative decade for Joules.
In September 2000, Joules opened its first retail store beside Ian Joules’ café in Market Harborough, a location that remains Joules’ headquarters today.
Innovative designs, like colourful polo shirts with unique details such as velvet trims and bold numbers on the back, and brightly patterned wellington boots, resonated with country fair attendees.
As demand grew, Joules built a customer database, which proved crucial in 2001 when foot-and-mouth disease led to widespread event cancellations.
With shows off the table, Joules pivoted to mail-order, leveraging the customer list to launch direct sales and maintain growth despite the setback. [Joules]
With continued success, Joules launched an eCommerce website in 2003 and added “Little Joule” in 2008, targeting children aged 2–12. The line was quickly followed by “Baby Joule” in 2009.
By the end of the decade, turnover had skyrocketed, increasing from £3 million in 2003 to £50 million by 2010, with mail-order and online sales accounting for a substantial portion of revenue. [Joules]
Joules in the 2010s
During the 2010s, Joules experienced steady growth and significant milestones.
By early 2011, it expanded its UK presence, reaching 52 stores. Joules’ growth trajectory continued, leading to its successful public listing on the Alternative Investment Market (AIM) in May 2016.
The listing helped Joules attract capital to fund further expansion, particularly as it started focusing on international markets and growing its eCommerce business.
Throughout this period, Joules reinforced its brand with a distinct British style, appealing to both domestic and international customers.
It also invested in enhancing its digital channels, a strategic move to support its store network and customer base expansion into new regions.
Joules in the 2020s and present day
The December 2022 closure of 19 Joules stores represented a challenging chapter for the brand, yet it also paved the way for a promising future.
Following the acquisition by Next, which took a 74% stake while founder Tom Joule retained 26%, Joules is now well-positioned to leverage Next's resources and expertise to enhance its product quality and customer experience. [The Standard]
Explore our range of Joules clothing
Explore our range of Joules clothing, featuring a wide selection of styles and sizes for both men and women.
Whether you're looking for casual wear or something a bit more refined, our collection includes essential clothing and accessories that embody the vibrant spirit of the Joules brand. You'll find great prices that won't be beaten, ensuring you get quality fashion at an excellent value.
For more information, check out our Joules collection here or head to:
