RE: IC Coverage (AIM: JOUL)13 Mar 2018 12:27
Additionally, to this research.
I live in Oxford and the Joules shop there (which recently opened in October - Westgate, Oxford) always seems to have customers in it. Additionally, to this, what I believe is very important is its location, right next to a John Lewis, Primark, Next, Russell and Bromley, Charles Tyrwhitt, T.M. Lewin etc... The nearest competition or similar style clothes that I would say can compete (In Oxford) is FatFace, however, Fatface location is not great, now that the Westgate has opened! The point I am trying to make is that the location of the Oxford branch is strategically positioned.
I myself have been into the store, in Oxford; the customer service is good, the clothes appear to be well made, a lot more female customers over males (but hey, don't females spend more and drive the retail economy more than males anyway - poor banter, I know), I have also been to their outlet store in Swindon, which again, is positioned close to a Next, M&S, Monsoon, Clarks etc... and the prices there are still reasonable (considering it is an outlet), which to me, indicates they arent throwing their stock away just to increase revenues, like other companies do! - They have a strong brand, which going by its Christmas trading update is only increasing in recognition!
All in all, to me, it seems like the Joules team (CEO etc.) don't just randomly pop up stores anywhere, they are strategic in picking their locations and look for other popular businesses nearby to add value to them. Additionally, to this, their online website is easy to navigate around and offers a fresh and bright approach, as opposed to the boring dull difficult to navigate around websites that compete with them.
This looks an interesting company and based on the financials, I will be doing additional research into Joules (AIM: JOUL).
Good luck all, hope you're all well, hopefully, speak soon.