Fashion brand Joules teams up with Bedeck to launch bed and bath collection

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Joules: jumping into bed linens

Joules: jumping into bed linens

Country lifestyle fashion brand, Joules, has teamed up with bed and bath brand, Bedeck, to develop its first bed and bath collection.

Launching in early autumn/winter 2012, the collection will feature ranges for both adults and children including bed linen, cushions, blankets, bathrobes and towels.

There are six bed sets for adults and four for children. According to both company’s design teams, they reflect the iconic countryside style synonymous with Joules. The result is an eclectic assortment of classic and contemporary designs inspired by great British pursuits and country life, such as, horse riding, garden blooms, sailing and rugby, the duo said.

The collaboration is described as a natural progression and perfect fit for the two brands. Both founded in the UK and still family-run, Bedeck and Joules said they believe in providing excellent quality products which are stylish and practical to reflect their customers’ colourful personalities and individual styles.

Tom Joule, CEO of Joules, said: “Launching our first bed and bathware collection has been a great opportunity for Joules and Bedeck were the obvious brand to partner with. We both share the same values and firmly believe in offering our customers outstanding designs, true quality products and at a great value for money. We are thrilled with the range and have thoroughly enjoyed partnering with a fellow British brand.”

Gary Irwin, joint managing director of Bedeck, said: “We are delighted to be working with Joules in the creation of their first bed and bathware collection. 2012 is the year of great British celebrations so it’s an exciting time to be launching a new collection with such inherent British style.”

The collection will be available from House of Fraser, John Lewis, Fenwick’s and leading retailers nationally, with prices starting from £45.