WELLIES HELP JOULES CRACK THE U.S.

THE wellington boot has helped clothing retailer Joules to break into America.

The fashion firm said its colourful wellies had been a ‘Trojan horse’, boosting sales in the US.

And it had allowed it to steal a march on Hunter wellies, which has seen sales across the Pond leap in recent months.

An added attraction was that Joules wellies sell for £49.95, while Hunter cost around £90.

Chief executive Colin Porter said waterproof coats and jackets were also selling well in the US.

Joules saw its international sales jump 36.2pc in the year to the end of May 28, accounting for around 11.5pc of its overall revenue.

Group sales increased 19.6pc to £157m while customer numbers rose 14pc to 907,000 in the period. Profits were up 34pc to £10.1m. Joules floated last May with a market cap of £140m and is now valued at £263m.