Joules, the premium British lifestyle brand for men, women and children, has acquired The Garden Trading Company, a digitally-led retailer of home and garden products.

Garden Trading designs its own range of home, garden and outdoor products. It sells through its own digital platform direct to consumers and also to more than 1,000 stockists across the UK.

Garden Trading has seen rapid growth in its ecommerce revenue over recent years. This is the result of broadening its product range as well as increasing its customer base. Garden Trading has also been a leading seller on the Friends of Joules digital marketplace since its launch in 2019.

Garden Trading has a close cultural alignment with Joules.

The acquisition supports Joules’ strategy to grow its customer base, broaden its product offer and strengthen its digital platform. It also strengthens Joules’ position in the fast-growing home, garden and outdoor category.

Joules intends to continue to develop and grow the Garden Trading brand and product range. It also sees opportunity to leverage Garden Trading’s design and sourcing strengths; developing a broader range of Joules-branded home, garden and outdoor products.

 

 

For the year to 30 November 2020, Garden Trading delivered revenue of £16.8 million; up more than 40% on the prior year, and a profit before tax of £2.0 million. The acquisition is expected to be earnings accretive for Joules FY22 financial year.

Garden Trading’s founder and managing director, Jon Holloway, will remain with the business until the end of December 2021.

Commenting is Nick Jones, CEO of Joules. “We are delighted to announce the acquisition of Garden Trading, which is a fast-growing and highly complementary brand to Joules in the attractive home, garden and 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’s key strategic growth pillars.

“The Garden Trading brand shares similar design-led principles to Joules and, as has been demonstrated through its stand-out popularity on the Friends of Joules digital marketplace over the past 15 months, is highly relevant to our customers and their lifestyles.

“Garden Trading has a fantastic team and culture, which is closely aligned to Joules’. I am delighted to welcome Garden Trading’s team to the Joules family and look forward to working with them all over the coming years.”