Joules teams up with DFS to launch sofa collection
Lifestyle fashion brand Joules is extending its homewares offering with the launch of its first sofa collection through an exclusive licensing partnership with furniture retailer DFS.
The move forms part of Joules’ strategy to develop its brand through selected licensed partners. This area of the business already includes eyewear, bedding and toiletries ranges. Its current homewares offering also includes throws, cushions and kitchen accessories.
The range will be available later this year online and at 11 selected DFS stores. Handmade to order, all furniture will be manufactured by DFS in its Derbyshire factories. The fabric is being woven and printed by a longstanding fabric mill based in the north of England.
Colin Porter, Joules chief executive, said: “Here at Joules we’re continually looking at new ways to delight our customers and meet their lifestyle needs, and we’re excited to do just that through the launch of sofas in distinctive Joules designs. The collection is a natural extension for the brand, and adds to our increasingly popular homeware offer.
“We’re delighted to partner with DFS to deliver the new range, and in doing so bring together the colours, prints and unexpected details that Joules is known for with DFS’s impressive manufacturing capabilities and leading position here in the UK. Going forward, we continue to explore opportunities to expand our product ranges, both organically and by working with carefully selected license partners.”
The collection will be unveiled at a press launch in September.
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