Branching out: Joules launches new retail concept with Center Parcs

By

Nigel TAYLOR

Published
Mar 18, 2021

Given that Joules prides itself on being an outdoor-focused brand for families, this looks a good fit on the retail front. The UK-based lifestyle brand has teamed up with Center Parcs, and plans to open six stores at its short-break holiday destinations across the UK and Ireland from this spring.

The first store will open within the Center Parcs Woburn Forest, Bedfordshire, destination on 12 April.

The Joules Center Parcs stores will offer menswear, womenswear and childrenswear collections to provide guests “with all they could need for the perfect staycation”. Product includes gilets and jumpers as well as the brand’s outdoors-inspired Right as Rain collection. 

Consumers will also be able use the retailer’s click-and-collect service, allowing them to shop online and collect purchases during their break. 

The stores will also include experiential areas to host family activities, including a tree den installation at Woburn Forest with tables for arts, crafts and workshops for all the family.

“The partnership aligns closely with Joules’ lifestyle brand positioning and provides more opportunity for both new and existing customers to engage with the Joules brand and its distinctive products”, the retailer said.

Nick Jones, Joules CEO, added:  “The partnership between two outdoor-loving, family-focused lifestyle brands has significant potential and supports Joules long-term strategy to develop its brand presence in line with its customers’ evolving lifestyles and increase its customer base”.