Germans and Americans fall for Joules’ classic British fashion

FOR many the clothes store Joules is considered quintessentially British – with its floral prints, check shirts and bright wellies.

But now families in Germany and the US are falling for its charm.

Overseas sales at the newly listed brand rose 24.7pc to £13.2m in its first annual report since the company’s IPO in May.

Chief executive Colin Porter announced it was ‘business as usual’ since the Brexit vote, as Joules posted a 14.2pc rise in revenues to £131.3m for the year to May. Profits rose 41.5pc to £7.5m.

Popular with middle-class families, the brand began life in the 1980s as an equestrian-style range sold at country shows.

It eventually branched onto the high street, becoming known for its ‘time-off’ countryside fashion with pops of colour.

Its entry to the junior market in May saw founder Tom Joule pocket £40m as he trimmed his 80pc stake to below 50pc.

Now it hopes to grow its overseas footprint, after expanding its New York showroom and rolling out its range of children’s clothes in US department stores.

It also operates e-commerce websites in the US and Germany.

Porter added: ‘This is an exciting time for the Joules brand as we continue to expand both in the UK and internationally.’

Porter committed to opening ten to 12 UK stores each year after a ‘transformational’ move into public ownership.

‘Our active customer base and international sales have also grown impressively, all of which is great testament to the growing strength and appeal of Joules as a premium lifestyle brand,’ he added.

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