London, 1 March 2016 – British-born international lifestyle brand Joules has today launched it’s
first lifestyle partnership with north Cornwall contemporary beach-haven, Watergate Bay Hotel. The collaboration between the two brands represents a milestone in Joules’ evolution from its
equestrian roots to a fully-fledged lifestyle brand, and introduces them to a wider audience.
Joules is no stranger to the British coast, having started life in market towns, its retail portfolio
now includes 26 coastal stores, which are proving to be strong performers.
Set on its own spectacular surfing beach on the north Cornwall Coast, Watergate Bay Hotel has
earned a reputation as one of the UK’s must-visit coastal destinations. The hotel is about the
balance of life, celebrating being active and getting out amongst the elements as well as spoiling
yourself a little. The ‘active relaxation’ ethos of the hotel and impressive coastal location is what
makes this the perfect partnership for Joules – a shared vision of enjoying the great outdoors and
cosy indoors, from shire to shore.
As part of the collaboration Joules will feel present across the hotel with the staff looking
professional and relaxed in outfits from the SS16 range and guests enjoying exclusive benefits at
Joules nationwide. Ronny Helvey, Marketing Director at Joules said: “Watergate Bay represents everything that we
live and breathe at Joules, enjoying the outdoors, taking time off and spending time with family
and friends. We’re delighted to be working with the team at Watergate Bay and are excited to
have the opportunity to introduce Joules to those who may not be familiar with the brand and
bring more to our loyal customers.”
Will Ashworth, Managing Director at Watergate Bay Hotel added: “We’ve enjoyed a fantastic
relationship with Joules over the past few years through the Polo on the Beach and are thrilled to
be able extend our partnership and bring more to every guests’ stay with us. Our two brands
have much in common and we’re looking forward to continuing to work together closely.”
For further information
Lucy Wollam, Emily Jones or Nelly Akpaka at Hudson Sandler 020 7796 4133
Joules - ‘A contemporary British lifestyle brand’
Born in the British countryside and crafted with true British style and eccentricity, Joules designs upbeat,
colourful clothing for all who love the outdoors and live life to the full. Established by Tom Joule in Market Harborough in 1989, Joules was born after Tom’s entrepreneurial
spirit led him to identify an opportunity for practical yet stylish high-quality products which reflect the
character and colourful personalities of those who love the outdoors.
Being a true multi-channel lifestyle brand, Joules’ carefully designed collections spanning womenswear,
menswear, childrenswear, homewares, toiletries and eyewear are distributed across retail stores, online,
catalogue mail order, wholesale and licensing channels. Since its inception in 1989 Joules has remained true to its bold British heritage, whilst evolving to remain in
tune with what customers want today. An unrivalled attention to detail and the thinking to provide
something different where it’s least expected remain at the heart of everything Joules creates.
Joules fast facts
Joules won the Drapers Best British Fashion Retailer of the Year 2015
Joules is an international brand, available in the USA, Germany and France as well as travel
destination stores like St Pancras and Waterloo
Joules beginnings saw Tom Joule spot a gap in the market; having noticed his customers’ penchant
for colour he bought 100 pairs of pink wellies – with nothing else like it on the market they sold out
instantly and since then, Joules has sold more than 1.62 million pairs! Colin Porter having been MD since 2011 took the reins as CEO in September 2015, with Tom focusing
on creative direction and brand development both in the Uk and internationally.
Joules’ talented in-house design team lovingly crafts all of the prints you’ll see within its collections
The brand is a true multi-channel retailer, having traded across five channels over the past ten years
Bursting with eccentricity, Joules is proud of its British heritage and still has strong roots in Market
Harborough, the site of its first shop and headquarters
Watergate Bay Hotel
Set beside a two-mile sandy beach in North Cornwall, Watergate Bay Hotel is a vibrant destination with a
unique, contemporary take on the British seaside holiday. Led by Will Ashworth, whose family has owned
and run the hotel for two generations, Watergate Bay Hotel makes the most of its location to provide
guests an ‘active relaxation’ experience. From the 69 bedrooms offering the best in Cornish comfort, to
Swim Club, The Beach Hut, the Ocean Room and the cliff top terraces, every corner of the hotel is
designed to connect guests with the great outdoors. The hotel’s Extreme Academy offers lessons in
surfing, kitesurfing, waveski, stand-up paddlesurf and handplaning.