{"id":164092,"date":"2021-02-09T08:32:42","date_gmt":"2021-02-09T08:32:42","guid":{"rendered":"https:\/\/www.theindustry.fashion\/joules-diversifies-into-home-and-garden-with-the-garden-trading-company-acquisition\/"},"modified":"2021-08-06T12:10:12","modified_gmt":"2021-08-06T12:10:12","slug":"joules-diversifies-into-home-and-garden-with-the-garden-trading-company-acquisition","status":"publish","type":"post","link":"https:\/\/www.theindustry.fashion\/joules-diversifies-into-home-and-garden-with-the-garden-trading-company-acquisition\/","title":{"rendered":"Joules diversifies into home and garden with The Garden Trading Company acquisition"},"content":{"rendered":"<p>Joules has diversified into the home and garden market with the acquisition of The Garden Trading Company,<span class=\"Apple-converted-space\">\u00a0<\/span><strong>a digitally led retailer of home and garden products<\/strong> inspired by the British countryside.<\/p>\n<p><!--more--><\/p>\n<p><span class=\"Apple-converted-space\">The premium British fashion and lifestyle brand said the move <strong>aligns with its strategy to<\/strong><\/span><strong><span class=\"Apple-converted-space\">\u00a0<\/span>grow its customer base, broaden its product offer and strengthen its digital platform.<\/strong><span class=\"Apple-converted-space\">\u00a0It also takes the business into a fast-growing category that\u00a0complements its\u00a0fashion offer.<\/span><\/p>\n<p>Garden Trading <strong>reported sales of<span class=\"Apple-converted-space\">\u00a0<\/span>\u00a316.8m in the year to 30 November 2020<\/strong> and profits of \u00a32m, having achieved growth of 40% year on year. The company\u00a0designs its own range of distinctive home, garden and outdoor products that it sells through its own digital platform direct to consumers and to more than 1,000 stockists across the UK.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p><strong>Joules paid \u00a39m for the business<\/strong> in the form of an\u00a0upfront consideration of a \u00a34.5m cash payment and 2.83m new Joules ordinary shares of 1p each. The deferred consideration is for up to \u00a33.5m (of which at least \u00a33m will be paid in cash and the rest either in cash or Ordinary Shares, at the group\u2019s discretion), subject to Garden Trading meeting certain targets over the period to 30 November 2021.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p>Joules said it intends to<span class=\"Apple-converted-space\">\u00a0<\/span>continue to develop and grow the Garden Trading brand and product range while also seeing opportunity to leverage Garden Trading\u2019s design and sourcing strengths to<strong> develop a broader range of Joules-branded home, garden and outdoor products.<span class=\"Apple-converted-space\">\u00a0<\/span><\/strong><\/p>\n<p>\u201cWe are delighted to announce the acquisition of Garden Trading, which is <strong>a fast-growing and highly complementary brand to Joules<\/strong> in the attractive home, garden &amp; outdoor category. The acquisition will help to increase the Joules customer base, broaden our product offering and strengthen our digital platform, which are three of the Group\u2019s key strategic growth pillars.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p>\u201cThe Garden Trading brand shares similar design-led principles to Joules and, as has been demonstrated through <strong>its stand-out popularity on the Friends of Joules digital marketplace<\/strong> over the past 15 months, is highly relevant to our customers and their lifestyles.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p>\u201cGarden Trading has <strong>a fantastic team and culture, which is closely aligned to Joules\u2019.<\/strong> I am delighted to welcome Garden Trading\u2019s team to the Joules family and look forward to working with them all over the coming years,\" said Joules CEO Nick\u00a0<span class=\"Apple-converted-space\">Jones.\u00a0<\/span><\/p>\n<p>Jon Holloway, Founder of Garden Trading, commented: \u201cWe are delighted to be joining Joules, which is a business and brand I have long admired. Since we started selling through the Friends of Joules digital marketplace more than a year ago <strong>it has become increasingly clear how well our products and brand resonate with the Joules customer base.<\/strong> In addition, by working with the Joules team it is clear that we share similar values, culture and customer-centric approach.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p>\u201cI would like to take this opportunity to thank all my colleagues as well as our loyal customers who have helped to develop Garden Trading into the established and popular brand it is today. With the <strong>continued dedication of the Garden Trading team alongside the support and infrastructure that Joules offers,<\/strong> I am very confident in the growth opportunities ahead for the Garden Trading brand.\u201d<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p>Joules has been a robust performer during the COVID-19 crisis. <a href=\"https:\/\/www.theindustry.fashion\/store-closures-hit-sales-at-joules-but-profits-ahead-of-expectations\/\" target=\"_blank\" rel=\"noopener\">Last month it revealed<\/a> that forced store closures due to lockdowns led to <strong>a 15.3% drop in sales<\/strong>\u00a0<strong>in the 26 weeks to 29 November<\/strong> but profits were ahead of forecast.<\/p>\n<p><strong>It achieved sales of \u00a394.5m in the six-month period<\/strong> with profit before tax before exceptional items of \u00a33.7m, down from \u00a38.4m in the corresponding period in the prior year, which was a better than expected performance.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Joules has diversified into the home and garden market with the acquisition of The Garden Trading Company,\u00a0a digitally led retailer of home and garden products inspired by the British countryside.<\/p>\n","protected":false},"author":11,"featured_media":142385,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"footnotes":""},"categories":[10585,6,10494],"tags":[17269,10612,13079],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.7 - 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