LDC invests £22million to support future growth of leading lifestyle brand Joules

LDC has announced that it has invested £22million for a minority stake in leading lifestyle brand Joules.

Established in 1980 and headquartered in Market Harborough, Leicestershire, Joules is a British premium lifestyle brand that is renowned for its distinctive designs and prints, high-quality product range and authentic country heritage. The business offers a broad range of womenswear, menswear and childrenswear and has more recently extended into babywear alongside a variety of accessories and homeware.

With current annual turnover approaching £90million, the company operates a unique multi-channel model with its successful direct and wholesale channels being supplemented more recently with own retail stores, which now total over 60 and offer customers full click and collect options. The business has stayed true to its country roots with a continued presence at a broad range of country and equestrian shows as well as in specialist independent stores nationwide, whilst its blue-chip wholesale stockists include John Lewis, Harrods and Selfridges.

Joules has experienced significant growth in recent years having grown its UK retail and wholesale presence, expanded its E-Commerce offering and continued the development of overseas markets, particularly in the USA, Germany and Asia. The business has also successfully expanded its product offering into new categories and gifting ranges including bed, bath, kitchen and garden.

The business will continue to be led by CEO and founder, Tom Joule, alongside MD, Colin Porter, and a highly experienced senior management team. LDC’s investment strategy will be to partner with this high calibre team to deliver continued growth across all channels of the business.

Joules is well-positioned to capitalise on a range of future growth opportunities but is placing particular focus on further development of key international markets, alongside continued expansion of the UK retail and direct offerings and further exploitation of multi-channel opportunities.

The deal was transacted by LDC’s Nottingham team of Andy Grove and James Robinson, with support from Richard Whitwell and John Garner. Andy Grove and John Garner will join the board with immediate effect.

LDC Investment Director Andy Grove commented:

“In Joules we are partnering with a high-quality management team in a business which embodies the unique style of British country heritage. Joules has delivered considerable sales and profit growth in recent years, despite what has been a very challenging climate for the retail industry and we will work closely with the team going forward to help them execute the next phase of the business’ growth and development.”

Tom Joule, CEO of Joules added:

“LDC’s investment brings additional strategic support and financial backing to our business and will help to increase the pace of our growth plans into new international and homewares markets whilst continuing to grow our loyal customer base.”

LDC completed the transaction with support from a number of Midlands-based advisors, including Eversheds, Clearwater Corporate Finance and Deloitte. Joules was advised by Rothschild, Browne Jacobson and PwC.

Notes to Editors

  1. LDC is the private equity arm of Lloyds Banking Group and is authorised and regulated by the Financial Conduct Authority.  
  2. LDC backs ambitious management teams from UK-based medium sized companies seeking up to £100m of investment to fund management buyouts or development capital transactions.
  3. LDC invests in a broad range of sectors and has particular experience in Healthcare, Industrials, Retail & Consumer, TMT, Travel & Leisure, Support Services, Construction & Property and Financial Services.
  4. LDC has a UK regional network with locations in Aberdeen, Birmingham, Bristol, Cardiff, Edinburgh, Glasgow, Leeds, Newcastle, London, Manchester, Nottingham and Reading.