The company was originally established as Joule & Sons in 1977 by Ian Joule. Joule & Son originally sold branded clothing and accessories at equestrian and country shows. Seeing a gap in the market for colourful country clothing as an alternative to traditional styles, Tom ordered 100 pairs of pink wellington boots to be manufactured, which sold out almost immediately. In 1994, Joule & Son rebranded as Joules. The company's strategy changed to sell branded goods at minor fairs, and by 1997 had experienced success in selling branded outdoor clothing at bigger shows. In March 1999, Joules premiered its first clothing collection under its own name. The company remains based in Market Harborough.

The company only sells and distributes products under their own private label. Some of these include the Little Joule brand aimed at the children's clothing market, launched in 2008, followed by Baby Joule, in 2009. In 2015, Joules launched a range of home fragrances and toiletries.

There are multiple ways for customers to save money with Joules. Check out their current offers available on their website to find their best prices and sale deals for you. Enjoy up to 20% off on selected items with Joules discount codes available on their site.

Joules mostly competes with similar brands also operating in the region which includes Ted Baker, Boden, White Stuff, Forty Clothing, Core Clothing, and Balnecroft.

Joules’ customers can take advantage of many exclusive benefits with the store. Be the first person to receive Joules’ latest promotions, offers and news by subscribing to their newsletter and start enjoying their newest deals delivered right to your inbox.

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The brochures and catalogs contain the best weekly, monthly and yearly promotions, with offers and discounts available today in stores. To check the updated prices you can also browse the official website online: https://www.joules.com/