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Joules Ups the Ante With Leisure Apparel

Joules is revolutionizing the way people dress for weekend adventures worldwide.

The U.K.-based lifestyle brand has undergone a pivotal year, with a 24.7% increase in international sales, in addition to a 12.8% increase in retail sales. As shoppers in other nations, including the U.S., scramble to buy Joules’ colorful apparel and wellies, the company is planning to expand its international presence over the next year.

“We are delighted with the performance of the brand in the U.S., leading to the opening of a new showroom and sales office in New York,” founder and chief branding officer Tom Joule told Sourcing Journal. “Our relationships with our U.S. partners continue to thrive, leading to an expanded number of stores and categories.”

According to Joules’ latest annual results, group revenue increased 14.2% this year compared to 2015. Furthermore, wholesale revenue rose 18.3%. As a result, Joules is tightening its hold on the U.S. market. In September, the U.K. brand opened a new showroom in New York City and expanded its distribution to include Dillard’s and Nordstrom, among others.

Joules’ Spring/Summer 2017 womenswear collection has also received positive feedback from trade customers. Culling inspiration from seaside nights and beach getaways, Joules provides women with pieces that transition their wardrobe from home dinners to warm-weather vacations. Design details of the collection feature the brand’s classic affinity for strips mixed with floral prints. Along with a colorful palette, the collection’s clothing includes fringe, embroidery and tassels for a bohemian look.

Notable pieces from the collection include the Otille sleeveless top and the Carys relaxed pop-over tunic. Inspired by the Bohemian characteristics of British seaside towns, Otille is available in a starfish print and soft coral Ikat pattern and priced at $72.95. For picnic gatherings and outdoor BBQ’s, Carys provides a fashion forward option that the company says is also comfortable for $107.95.

Emphasizing weekend moments, Joules continues to change how people dress for leisure activities. As it expands its global footprint, Joules will continue to stay true to its British roots, while providing shoppers with stylish garments for anything from family bonfires to breezy coastal evenings.