JOULES

Founded by Ian Joule in 1977, Joules started out selling clothing at horse shows. His son, Tom, launched a mail order service in 2002 and turnover soared to £50 million in seven years. now boasts more than 100 stores. FAMOUS FACES: Kate and Wills love the £50 wellies and £70 gilets, as does Andy Murray’s wife, Kim. FINANCIAL HEALTH: defying the slump with a 15 per cent rise in half- year profits, up from £ 9.3 million to £10.7 million in January. EXPERTS SAY: ‘Joules knows its customer, is located where that customer is likely to be — concessions in John Lewis and stores in affluent market towns — and gives them what they want at a fair price,’ says Lauretta Roberts, Ceo of fashion hub The Industry. BESTSELLING ITEM: Breton- style Renee sweatshirt, £39.95 (right). FORECAST: More stores and a swanky new HQ in Market Harborough, Leicestershire.