Joules extends homeware range

Fashion chain Joules is extending its fledging homeware range with a sofa collection through an exclusive licensing partnership with furniture retailer DFS.

The range will be available later this year online and at 11 selected DFS stores. Handmade to order, it will be manufactured by DFS in its Derbyshire factories and sold under the Joules brand.

The fabric is being woven and printed by a mill in the north of England. The collection will be unveiled at a London press launch in September.

Joules ceo Colin Porter said: “We’re continually looking at new ways to delight our customers and meet their lifestyle needs, and we’re excited to do just that through the launch of sofas in distinctive Joules designs.

“We’re delighted to partner with DFS to deliver the new range, and in doing so bring together the colours, prints and unexpected details that Joules is known for, with DFS’s impressive manufacturing capabilities

“The collection is a natural extension for the brand, and adds to our increasingly popular homeware offer.”

Joules’ homeware range includes kitchen textiles (aprons, tea towels, oven gloves), plates, mugs, coasters, place mats, egg cups, trays, picnicware (including picnic rucksacks, cool bags and baskets) and blankets, cushions and throws.

Colin continued: “We continue to explore opportunities to expand our product ranges, both organically and by working with carefully selected license partners.”

Joules designs clothing, footwear and accessories for women, men and children, as well as homeware, toiletries and eyewear collections.

Established in the Leicestershire market town of Market Harborough by Tom nearly three decades ago, Joules bills itself as a premium lifestyle brand.

The retailer operates 108 stores in the UK and Republic of Ireland. It also has an online business, and a wholesale business with 1,500 stockists worldwide including John Lewis, Next Label and Nordstrom.

Colin Porter became ceo in September 2015, with Tom focusing on the creative side of the business in his capacity as chief brand officer.


Examples from Joules’ kitchenware range

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