A focus on practical, colourful clothes rather than following fast-fashion trends has helped Joules to defy the wider retail gloom to report a boost in sales and profits.
Joules was founded in 1989 when Tom Joule started selling wellies and polo shirts at agricultural shows. After the foot and mouth outbreak almost destroyed his business, because many country fairs had been cancelled, Mr Joule set up a mail order business. The company floated in 2016, when it was valued at £140 million. Joules now has 125 shops in the UK and has a growing international business.
