Joules is a British clothing company that sells clothing and homewear products inspired by British country lifestyles. Its founder Tom Joule described its business model in 2011 as creating clothing with "colour and fun and entertainment". Established to sell clothing at country shows, the company established its own clothing line in 1999 and began to open shops in the 2000s. As of 2017, the company had 108 stores and a turnover of £157m.