Lead Forensics

Tom Joule, Founder and Chief Brand Officer
of UK-based premium lifestyle brand Joules

Case study

Joules: Growing revenue by 50%

LDC has been an important partner to Joules.

Tom Joule, Founder and Chief Brand Officer

Our partnership with Tom Joule and his eponymous brand put the company on a firm footing for future growth.

Joules is a UK-based premium lifestyle brand which designs and sells branded lifestyle clothing, accessories and homeware.

Deal value


Exit type
Exit date

May 2016

Exit value


The Team
LDC Region

When we first partnered with Tom Joule, Founder of the premium lifestyle brand Joules, the brand was already a £90m business. During our partnership, we helped the company grow revenues by 50%, open its 100th store and expand internationally underpinned by investments in all parts of the business. In 2016, Joules successfully launched on London’s AIM market.

British style is admired and emulated around the world and, if there is one brand that has managed to successfully embody our unique country life, it’s Joules. Founded in Market Harborough in 1980, the premium lifestyle brand has built its reputation on a distinctive yet timeless feel that is distinctly British, but has a global appeal for customers of all ages.

Founder Tom Joule says the brand draws inspiration from traditional British heritage designs, focusing on quality while injecting a dose of personality with bright colours and prints.

The next stage

In 2013, Joules’ management team chose to partner with LDC and we invested £22m for a minority stake to help support continued growth across all channels of the business.

As well as delivering financial backing, we also provided strategic support to the management team, helping to increase the pace of its growth plans, both in terms of targeting new geographical and product markets and building organically on the brand’s loyal customer base.

The business expanded its e-commerce offering and increased international revenues by nearly 200%.

Over the subsequent two years, Joules increased revenues by 50%, driven primarily by its store roll-out, with its portfolio growing from 61 to 98, and growing wholesale and online sales.

Read more about the Joules success story >

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LDC has been an important partner to Joules in recent years supporting the implementation of management’s strategic plan which included significant investment in the infrastructure of the business and the retail store portfolio.”
Tom Joule, Founder and Chief Brand Officer