The brand’s clothes and wellies used to be sold at country markets, saddleries and garden centres by Tom Joule’s father, but after the son took over in 1995 it grew to 35 UK stores plus branches in glamorous locations such as St Tropez and Biarritz. Since then the firm introduced its Boutique and Baby Joule collections. This year it handled the merchandising for the Badminton, Burghley and Gatcombe horse trials and launched a homeware and toiletries range through Boots. Sales rose 48% a year, from £10.9m in 2006 to an annualised £35.1m in 2009.
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