Garden Trading sells its products through its own digital platform directly to consumers to more than 1,000 stockists across the country
Nick Jones, CEO of Joules, said: “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 & 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.”
He added: “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.”
Jon Holloway, founder of Garden Trading, said: “We 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 it has become increasingly clear how well our products and brand resonate with the Joules customer base.”
He added: “In addition, by working with the Joules team it is clear that we share similar values, culture and customer-centric approach.”