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Joules embraces homewares

The surge in popularity of home and garden products over the past year is reflected by this month’s acquisition of The Garden Trading Company by fashion and lifestyle brand Joules in a deal worth up to £12.5m.

Selling online and via stockists (including via Joules on the Friends of Joules digital marketplace), Garden Trading’s revenue was up more than 40% year on year for the 12 months ending November 30 2020.

Above: Home baking boom: Rialto Measuring Spoons and Brompton Cake Slice by Garden Trading, are among products currently sold online by Joules.
Above: Home baking boom: Rialto Measuring Spoons and Brompton Cake Slice by Garden Trading, are among products currently sold online by Joules.

Joules chief executive Nick Jones said The Garden Trading brand “is highly relevant to our customers and their lifestyles,” with its products achieving: “stand-out popularity on the Friends of Joules digital marketplace over the past 15 months.” Joules’ website currently features The Original Breadbin, The Original Washing Up Tidy, The Top Step Star Doormat and Milk Bottle Carrier as ‘favourite’ lines from Garden Trading.

Nick explained: “The acquisition will help to increase the Joules customer base, broaden our product offering and strengthen our digital platform, which are three of the group’s key strategic growth pillars.”

 

Top: The Original Breadbin and The Original Washing Up Tidy by The Garden Trading Company, as featured in the Friends of Joules section of Joules’ website.

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