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Joules serves up superb Christmas sales

Investment in its multichannel capability ensured British lifestyle brand Joules enjoyed a strong Christmas season.

Sales growth across all of its channels within both its UK and international markets delivered a total revenue increase of 11.3 per cent in the six weeks to January 3, 2016. The rise follows the relaunch of the brand’s eCommerce site in September 2015, as well as the opening of its 100th store.

In keeping with its international expansion, its online site accelerated development by facilitating faster currency and language translation. This enhanced international expansion online, while infrastructure changes aided store expansion closer to home, demonstrating the brand’s appeal to new markets and helping to grow its customer base.

While increasing its offer in the run up to Christmas, the brand continued to encapsulate its bold British heritage, solidifying its reputation for the quirky design features and countrified styles that make it popular. Its competitive product formula of in-house prints, clean designs and notable quality saw its gifting categories across all genders experience strong growth across the Christmas period.

Despite the unusually warm December weather, Joules’ sales increase proves the strength of its offer, driving conversions and highlighting the importance of clear, responsive range planning that demonstrates an understanding of its target customer.

Its robust Christmas performance also means its total revenue rose by 17.4 per cent year to date across the 31 weeks to January 3, reflecting the growth and development of the total business, which has been strengthened by a raft of senior promotions in mid-2015.

These investments in online capabilities and executive talent have placed Joules in a firm position for a promising full year.

  • Rebecca Marks is a consultant with retail analyst Conlumino.

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