Joules Logo

When British clothing company Joules was looking to make the jump across the pond, they asked Blaze how best to build a direct business in the US. We took this open directive and ran with it, providing the client with extensive recommendations for how to successfully tackle an overseas market. Joules enlisted our help with detailed catalog circulation plan, an insert plan, creative and merchandising ideas, a trunk show program and popup store plan. Joules also recruited us to develop strategic opportunities to promote their adorable new children’s line developed for Peter Rabbit, Sony’s 2018 box office hit.

From the get-go, we knew our biggest challenge in executing these initiatives would be translating the brand for an international audience, both literally in terms of language (“jumpers” needed to become “sweaters,” etc.) and more abstractly in terms of shopping habits and general trends. By analyzing organic web sales and balancing those findings against industry data, we were able to build a circulation plan, merchandizing recommendations and a trunk show schedule designed to build their buyer file in a thoughtful, controlled way and grow awareness with relevant audiences.

The results? Brilliant. After a full season of catalogs, a successful popup on 5th Avenue in NYC and trunk shows in 5 states, Joules’ US customer file and sales have grown exponentially. With continued results like these, we’re confident the US will be bursting with Britishness in no time at all.


  • business strategy
  • catalog
  • pop-up store
  • trunk show program
  • partnerships