Harborough-based clothes company Joules says booming store sales have topped expectations as the country eases out of lockdown

The Market Harborough-based company said booming store sales have topped expectations as high street restrictions were lifted on Monday April 12 and non-essential shops reopened.

The boost comes as online demand has also shot up by 50 per cent in the first 11 months of the fashion and homewares chain’s financial year compared to the same period last year.

Joules now expects both sales and pre-tax profits to surpass expectations.

Chief executive officer Nick Jones said: “We are delighted with the Group’s continued momentum, which reflects the strength of our product proposition, the flexibility and diversification of our business model, and the relevance of our brand to an increasing number of customers.

“Our digital proposition continues to go from strength to strength and we have been very pleased with the performance of our retail stores since their re-opening.”

He added: “This has been a great testament to the growing appeal of the Joules brand, the attractive, lifestyle location of our store portfolio and the hard work and dedication of our colleagues across the business during this time.

“Although the past 12 months has been incredibly challenging for the retail sector, I truly believe that Joules is now in an even stronger position than ever before.

“We have an increasingly digital-led business, more diversified income streams and a broader product proposition that is highly relevant to our customers’ lifestyles.

“Whilst the retail sector will continue to face near and medium-term challenges as a result of the pandemic, we look forward to the future with confidence underpinned by the strength and relevance of our brand and business model.”