The latest trading update from British lifestyle brand Joules for the first half of the financial year to 31 May 2020 (H1) reveals a robust performance. Despite the challenging trading environment, the Group delivered revenue growth of 1.3% for the Comparative Period.

Thanks to a disciplined approach to promotional activity, retail revenue increased by 3.1% with an improved gross margin rate. Key drivers of this revenue performance include strong ecommerce growth; enhancements to the customer proposition; and continued growth of the active customer base.

Joules reports customers continue to respond well to its ‘Total Retail’ model, which integrates the store and online experience.

Furthermore, Joules has seen positive trading momentum across its own ecommerce and store channels over the last two months, with revenue up by over 9%. On the back of this performance, the Group is opening four new stores before Christmas.

Wholesale revenue did decrease by 3.8%; reflecting the conversion of some larger accounts to retail concessions last year and the challenging UK trading environment.

However, international revenue continues to grow, representing approximately 17% of Group revenue in H1. This includes growth of the US wholesale business and particularly strong growth across international ecommerce markets.

Joules also reports a positive response to ‘Friends of Joules’, which it launched in September. This new initiative offers a digital marketplace for third-party sellers to sell complementary products on the Joules website.

Commenting on the update is Nick Jones, chief executive at Joules. “Joules has delivered further profitable growth during the period despite the continued challenging trading environment.

“This performance again reflects the appeal of the brand, the flexibility of our ‘Total Retail’ model and the hard work and skill of our team, who have not only helped deliver growth in this tougher climate, but have also launched innovative new initiatives like ‘Friends of Joules’ that create future growth opportunities.

“Since joining the business in September, I have been struck by the exceptional strength of the Joules brand as well as its clear potential for growth across channels, markets and product categories.

“We continue to invest in our proposition to meet changing customer expectations in a scalable and profitable way. With positive momentum across both digital and physical channels, we are well placed as we enter the important Christmas trading period.”