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Joules to open at Festival Place in Basingstoke

Tom Bottomley
18 December 2019

British lifestyle brand Joules has signed to open its second store in Hampshire with a 3,000 sq ft unit at the Festival Place shopping centre in Basingstoke.

The news follows an extensive repositioning programme at Festival Place, which has helped to attract new and increasingly aspirational brands to the destination.

Festival Place has signed in excess of 80 new tenants since January 2016, and the new Joules signing will boost the already strong fashion line-up at Festival Place, which includes Jack Wills, Fat Face, River Island, Next, Gap, Zara, H&M, Phase Eight and Lipsy.

Andrea Gray, retail and customer experience director at Joules, said: “Festival Place will give us a strong platform within Hampshire to reach our existing online customers and to attract new and affluent consumers. Opening in such an innovative and evolving retail destination gives us great confidence moving forward and we very much look forward to welcoming our wonderful customers to the store as well as being part of the increasingly varied line-up at the centre.”

Acquired by AEW in December 2015, Festival Place is ranked 17th in the Global Data Survey for shopping centre destinations.

Russell Jewel, head of private equity funds at AEW, commented: “Festival Place is continuing to perform extremely well and continues to attract new brands to the destination. Making use of redundant space to diversify the offer has helped us to evolve into a true retail and leisure destination which has been paramount to our ongoing success amidst ongoing troubles within the industry.

“Illustrating the benefit to our retailers, we’re very proud that more than half our existing tenants have renewed their leases and invested into their stores since we acquired the centre.”

The new Joules store will offer customers from within the north Hampshire catchment area its complete range of men’s, women’s and childrenswear, as well as its homeware line.

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