It brings us great pleasure to announce that Joules have just released their next chapter, Friends of Joules, after an incredibly successful social media teaser campaign.

Over the last 9 months, Joules and Eclipse have been working together to develop Friends of Joules into an onsite marketplace, released at the Land Rover Burleigh Horse Trials this last weekend where they took away the Best in Show Award for their exhibition stand.

Originally established as Joule & Sons in 1977 by Ian Joule, his son and current Chief Brand Officer Tom took over the business in 1989.

Joule & Son had originally established themselves by selling branded clothing and accessories at equestrian and country shows. Tom understood their customers well and could see a space in the market to reinvent traditional British clothing by adding twists to classic pieces. And that is exactly what he did.

In the early nineties, Joule and Son rebranded as Joules and by 2002, they had opened the first Joules store in Market HarboroughLeicestershire. This was accompanied by a mail-order business and then followed by a launch of their website.

In the years that have followed the business developed a global wholesale market, established over 123 retail stores and continued to expand their brand to include homeware and garden products, homes fragrances and toiletries and an optical line in conjunction with Vision Express.

This next chapter, Friends of Joules, sees the launch of a multi-retailer marketplace open exclusively to ‘Friends of Joules’ brands. These carefully curated collections align to the Joules brand values and will appeal to their core demographic.

“We’ve travelled from shire to shore, carefully curating a variety of products from some of Britain’s most creative and contemporary people and businesses.”
Tom Joule

It opens these brands to a wider group of customers whilst diversifying the products Joules can offer to their loyal base of customers.

Eclipse, who has a long-standing relationship with Joules, spearheaded the development and ultimate creation of the platform enabling Friends of Joules to go from an idea to a market-ready solution integrated with their already successful online store.

 “When Joules first approached us with this project, we were excited to help them bring it to life.” said Tim Stainthorpre, Eclipse Client Director. “We could see the positive effect it would have for their business and the Friends of Joules brands and customers.” he added.

The launch of the marketplace follows the global trend of businesses moving towards a direct supply model and with the introduction of the Friends of Joules marketplace, Joules are joining other global brands such as Home Depot and Macy’s in adopting this approach to broaden their online offering and reach. The 2018 State of the Merchant eCommerce report found a business using this model saw average revenue growth of 32.7%.