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A Joule of a Label

Wednesday 28th of March 2007 12:12:41 AM

For Tom Joule, developing a clothing line has not always been easy. As a designer of Polo Shirts, rugby shirts, and other sports related clothing, his label, Joule, has become very popular. Sold in over 1,000 shops all over the world including a store in Harrod’s, two shops in Anglia, and Burnham Market on the north side of Norfolk, UK, Joule is very pleased with the way his business is growing.

The idea of starting his own line of clothing began when Joule was working for an importer. He began selling his own items at equestrian shows. “We found we were very good at working out what was going to sell and people were keeping an eye on us, so at the end of the Nineties I decided, that was it, I wasn't going to carry on with the other products, I would just do my own line,” said Joule.

After having to cancel the company’s first big order or Polo Shirts and other items they were planning on selling at trade shows, Joule decided to sell the clothing to retailers on his own. Thinking he would not sell many of the items, he asked for help from three of his friends to sell the items as soon as possible so he could pay off debts and focus on other issues.

“Basically we said we have got wonderful products, can you buy some? This was in March. We took delivery of the stock in April and most shops had sold out by June… and we needed to re-order! So from absolute disaster we had found a new market selling to the trade and from that we now sell worldwide,” Joule said. The clothing line is still expanding and will include other stores in the near future.

(c)Krzysztof Ciapala, wwwlsxc.hu