Joules to open six stores across all Center Parcs locations this spring


Joules, the premium British lifestyle brand, is delighted to announce the launch of a partnership with short break favourite Center Parcs.

Joules: Center Parcs partnership

Joules will open six stores at all Center Parcs villages across the UK and Ireland from this Spring, beginning with Center Parcs Woburn Forest in Bedfordshire on 12 April.

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. 

A natural fit, the agreement is founded on the companies’ shared values of enjoying the great outdoors whatever the weather, and the importance of time well spent with friends and family. Both brands play important roles in supporting their customers’ outdoor lifestyles and share a respect for forests and woodlands.

The Joules Center Parcs stores will offer menswear, womenswear and childrenswear collections to provide guests with all they could need for the perfect staycation, from gilets and jumpers to Joules’ outdoors-inspired Right as Rain collection. Guests will also be able to benefit from Joules’ click-and-collect service which enables them to shop online and conveniently collect during their break. The stores will include experiential areas to host activities for the whole family (when government guidelines allow), including a tree den installation at Woburn Forest with tables for arts, crafts and workshops for all the family.

Nick Jones, CEO at Joules, commented: “We’re thrilled to be bringing the Joules brand to Center Parcs from this Spring. 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.”

Martin Dalby, CEO Center Parcs, said “We are delighted to have formed a retail partnership with Joules and I know the shops will be popular once open across our villages. Joules celebrates families spending time outdoors just like we do, so the similarity in our brands and the level of quality we both deliver mean they are a perfect fit.”