Joules to open stores within Center Parcs villages across UK

Joules is gearing up to open six new stores within Center Parcs villages across the UK and Ireland as part of a new retail agreement with the short break provider.

With clothes and accessories for men, women and children, the Joules Center Parcs stores will provide guests with staycation essentials, from gilets and jumpers to Joules’ outdoors-inspired Right as Rain collection.

The first store to open will be Center Parcs’ Woburn Forest site in Bedfordshire on 12 April – in-line with the opening of non-essential retail in England.

The stores will also include experiential areas to host family activities including a tree den installation at Woburn Forest with tables for arts, crafts and workshops.

Joules chief executive officer Nick Jones said: “We’re thrilled to be bringing the Joules brand to Center Parcs from this Spring.

“The partnership between two outdoor loving, family-focused lifestyle brands has significant potential and supports Joules long-term strategy to develop its brand presence in line with its customers’ evolving lifestyles and increase its customer base.”

Center Parcs chief executive Martin Dalby added: “We are delighted to have formed a retail partnership with Joules and I know the shops will be popular once open across our villages.

“Joules celebrates families spending time outdoors just like we do, so the similarity in our brands and the level of quality we both deliver mean they are a perfect fit.”