Next will own 74 per cent of the equity with the remaining 26 per cent owned by Tom Joule, Next said in a media release.

Next plc has partnered with Tom Joule to acquire out of administration the majority of the assets of Joules via a newly formed company for £34 million to be settled in cash. In addition, Next has acquired the current Joules head office for £7 million cash. The company intends to continue to operate a significant number of stores in the UK and Ireland.

Joules will retain its management autonomy and creative independence. The company will have its own board of directors and continue to be based in Market Harborough. Most Joules staff will remain with the business and Joules will migrate onto the Next Total Platform over time.

Joules was founded in 1989 by Tom Joule, who has been central to the brand’s growth and success. Tom passed accountability for design to the Joules creative teams in 2019 and moved to a non-executive director role. He has recently stepped back into an executive role as product director and intends, upon completion of the proposed transaction, to take the lead in re-establishing the clear identity of both brand and product that has been at the heart of Joules’ success over the last 30 years. He will also ensure that there is leadership continuity for staff, suppliers, and other key stakeholders alike.

Jonathon Brown was appointed CEO of Joules in 2022 and will remain in that role.

Joules’ websites and online operations, both in the UK and overseas, will be operated by Next through Next’s Total Platform. Total Platform will also provide warehousing and distribution services for Joules’ retail, franchise, wholesale and concession businesses, all of which will continue to be operated by Joules. It is anticipated Joules will go live on Next’s Total Platform in early 2024.

Simon Wolfson, Next chief executive, said: “We are excited to see what can be achieved through the combination of Joules’ exceptional product, marketing and brand building skills with Next’s Total Platform infrastructure.”

Tom Joule said: “After three years away from the operational side, I’m truly looking forward to inspiring teams with clear direction to excite and recapture the imagination of the customer again. Our customers have always trusted us to lead, not follow, with products that reflect their lifestyle. It’s important that we live up to the high standards they desire in design, quality and, with Next’s Total Platform delivery and customer support proposition, the service they expect.”

Fibre2Fashion News Desk (KD)