Joules opens biggest ever store in Edinburgh

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British-born premium lifestyle brand Joules is set to open the doors of its biggest store ever on the 24 August in Scotland’s capital.

The new Edinburgh store spans an impressive 3375sq ft and replaces the brand’s existing store, which was also based in George Street. It will house all of Joules’ key collections – womenswear, menswear, childrenswear and homeware – and will feature the bold prints that the brand is so well known for.

The opening of the Edinburgh store is the most recent illustration of Joules’ strategy to open 10-12 stores per year following its admission to the AIM Market in May 2016. The Edinburgh opening follows that of Stratford upon Avon on 11 August, and is the eighth store Joules has opened in six months.

The brand has created ‘The Joules Festival of Colour’ to celebrate the launch, with a number of events and activities planned. A day ahead of its official opening on the 24th, the business will welcome VIPs, press, bloggers, locals and fans of the brand to a preview event where they will enjoy cocktails, canapes and goody bags, as well as exclusive in-store offers. On the week of launch, Joules will also host a number of events for visitors, including painting workshops, a whiskey masterclass and a scrapbook making session.

Colin Porter, CEO of Joules, said: “We’re proud of the way that our retail stores really showcase our brand personality and allow us to engage with our customers, so to open our biggest ever is a very exciting milestone. Given the warm response from our customers to our previous store in the city, opening a bigger store here felt like a natural step.”