Joules partners with DFS to launch first sofa range

Joules, which floated last year, signed an exclusive licensing partnership with the sofa stalwart as it strives to develop and extend its brand, which also includes eyewear, bedding and toiletries ranges.

Joules’ impending sofa collection will be made available later this year online, and at 11 selected DFS stores. The range will be handmade to order and manufactured at DFS’ Derbyshire factories.

DFS, which issued a profit warning earlier this year amid tough trading conditions, has existing collaborations with a number of brands, including House Beautiful, Country Living and French Connection.

Big ticket move

The move marks Joules’ first venture into big-ticket retailing, as its homewares division currently only consists of throws, cushions and kitchen accessories.

Joules chief executive Colin Porter said: “The collection is a natural extension for the brand, and adds to our increasingly popular homewares offer.

“We’re delighted to partner with DFS to deliver the new range, and in doing so bring together the colours, prints and unexpected details that Joules is known for with DFS’ impressive manufacturing capabilities and leading position here in the UK.

“Going forward, we continue to explore opportunities to expand our product ranges, both organically and by working with carefully selected license partners.”

DFS boss Ian Filby said: “We’re proud to be collaborating with Joules on this new brand partnership celebrating the best of British design and manufacturing.

“Joules is an extremely popular British brand with a very distinct design identity that translates exceptionally well into upholstery.”

Joules’ underlying pre-tax profit in its first year as a listed company surged 34% to £10.1m, while sales rose 19.6% to £157m.

Last week, furniture pureplay Made.com launched its first line of fashion accessories.