BRAND FOCUSES ON “TAPPING INTO THE EQUESTRIAN MARKET”

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Move marks a “new direction.”

Joules appears to be making a comeback to the equestrian scene – with founder Tom Joule leading the charge. 

The brand has renewed its ambassador partnership with event rider Emily King, who finished fourth at Badminton; and Joules was the event’s Official Mars Badminton Horse Trials Clothing Partner.

Joules has had a strong presence at Badminton for the past 35 years. 

But this year’s event marked “a new direction for Joules with [founder] Tom Joule back in the saddle,” a spokesman for the brand told ETN. 

Emily King, a Joules ambassador rider, with Tom Joule at Badminton where Emily finished fourth. 

Asked if the brand was making a return to the equestrian market, the spokesman said Joules was “bringing it back to their roots, the focus is tapping into the equestrian market where it all began.”

Joules was bought out of administration by Next and Tom Joule in a deal finalised in December 2022 and reported to be worth £34 million.

At the time, Joules closed around 19 of its own stores. When ETN asked last week if this left scope for additional equestrian stockists, the spokesman pointed out that more than 50 Joules outlets remain open. 

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