Overseas sales boosts fashion retailer Joules

Overseas turnover increased 24.7 per cent to £13.2 million, with international now representing over 10 per cent of overall group sales. Joules has a strong presence in Germany and North America.

Chief executive Colin Porter hailed Joules’s “great progress” and said further growth was on the way.

He said: “This has been a year of great progress in further developing Joules as a fun, family, ‘time-off’ lifestyle brand across multiple sales channels both in the UK and internationally.

“We have a clear growth strategy of increasing customer value, rolling-out UK stores, accelerating international growth, and delivering product extensions.”

Retail sales rose 11 per cent to £93.7 million and wholesale revenue was up 17.6 per cent to £37.2 million. The company floated on London’s junior market in May and saw founder Tom Joule pocket £40 million as he trimmed his 80 per cent stake to below 50 per cent.

Mr Joule founded the fashion retailer in 1989 and today it operates 98 stores in the UK and Ireland.

It was set up in Market Harborough after Tom Joules spotted an opportunity to sell practical yet stylish high-quality products which reflect the personalities of those who love the outdoors.

After noticing his customers’ love of colour, Mr Joule bought 100 pairs of pink wellies. They quickly sold out and Joules has gone on to sell more than 1.4 million pairs.

Mr Porter took the reins as chief executive in September 2015, with Mr Joule focusing on the creative side of the business.