Joules eyes Dubai as it plans overseas stores

In the year to May 31, Joules’ turnover hit £38m, up from £22m the previous year. From January to date, like-for-like sales are up between 20 and 25 per cent.

Founder and managing director Tom Joules said the retailer is in talks with potential joint venture partners in Dubai to open its first international shop.

He said: “I think there are opportunities abroad.” He added that Joules is already available in Europe via wholesale and that the brand will “translate in European countries”.

Joules is also continuing to expand in the UK and has opened nine shops in the country this year, with four more planned for the next six weeks. He said the retailer has the potential to take its store count from 28 to 50 shops and added that the shops it is acquiring are larger in size.

The retailer has also taken on 94 staff to fuel its growth over the past year. In its catalogue and online business sales are up 61 per cent for the year to May 31, and in its wholesale division they are also up 61 per cent.

Joules is currently opening more concessions within independent department stores such as Beales and Browns of York. “This is another channel with huge opportunities for us,” said Joules.

Next month Joules will trial a new store concept in Stamford, Lincolnshire. The shop will contain quirky features including a footpath leading to a wooden stile, where shoppers will find a nest of football shirts.

“This will be quite a step for us, with more of a focus on brand ethos,” said Joules. “We are getting a lot better at retail and learning where to take shops on.”

The retailer will also expand its menswear range this year, which Joules said has been enjoying growing demand. This month Ronny Helvey started at the retailer as marketing director, after holding similar roles at Adams, Harrods and Body Shop.