Seeing a gap in the market for colourful country clothing as an alternative to traditional styles, Tom ordered 100 pairs of pink wellington boots to be manufactured, which sold out almost immediately.

[3][7] In September 2000, Joules opened their first store next door to the café owned by his father in Market Harborough, Leicestershire.

[citation needed] With the 2001 United Kingdom foot-and-mouth outbreak, almost all the shows that Joules intended to sell at were cancelled.

It began with wellies, country-inspired clothing and polo shirts and although these products still form a key part of the range, much of the collection is now fashion-focused.

[14] Joules started selling home and garden products in 2013 and in 2014 launched an optical line in partnership with Vision Express.

[19] In March 2020, Joules asked the government to do more to support UK retail staff during the COVID-19 pandemic in the United Kingdom.

This caused significantly less sales for Joules, which prompted the company to start talks with potential investors to secure extra funds.