British apparel retailer Joules has forged its first lifestyle partnership with Watergate Bay Hotel in Cornwall.
The collaboration represents what the retailer calls “a milestone in Joules’ evolution from its equestrian roots to a fully-fledged lifestyle brand, and introduces them to a wider audience.”
Joules is no stranger to the British coast. Having started life in market towns, its retail portfolio now includes 26 coastal stores, which are proving to be strong performers.
It was the ‘active relaxation’ ethos of the Watergate Bay Hotel and coastal location that makes it a seemly fit for Joules – “a shared vision of enjoying the great outdoors and cosy indoors, from shire to shore.”
As part of the collaboration, Joules will feel present across the hotel. Staff will be dressed in ‘casual smart’ outfits from Joules’ SS16 range while guests can enjoy exclusive benefits at the retailers’ stores nationwide.
“Watergate Bay represents everything that we live and breathe at Joules, enjoying the outdoors, taking time off and spending time with family and friends,” said Ronny Helvey, Marketing Director at Joules. “We’re delighted to be working with the team at Watergate Bay and are excited to have the opportunity to introduce Joules to those who may not be familiar with the brand and bring more to our loyal customers.”