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October 27th, 2021

Joules Picks Centric PLM to Support Growth Ambitions and Bolster Sustainability Efforts

British lifestyle brand Joules steps up to a centralized online PLM platform to accelerate time to market and increase supply chain transparency


CAMPBELL, Calif., October 28, 2021 – Premium British lifestyle brand Joules has elected to switch to Centric Software®‘s Product Lifecycle Management (PLM) platform to increase visibility and awareness in its supply chain, and to provide a central source of truth for product development.

Centric Software provides the most innovative enterprise solutions to plan, design, develop, source and sell products such as apparel, footwear, sporting goods, furniture, home décor, cosmetics, food & beverage and luxury to achieve strategic and operational digital transformation goals.

Joules is a premium lifestyle group which designs and sell branded clothing, footwear, accessories and homeware for the whole family. The company was founded in 1989, when Tom Joule started to sell clothing at a country show in Leicestershire, and today caters to over 1.7 million active customers through its digital platform, retail stores in the U.K., and at country shows and events. The brand also operates internationally in its target markets of the U.S. and Germany, which are served by wholesale partnerships and dedicated websites.

As Joules adjusted to the post-pandemic new normal, the business saw the need to leverage an increased level of agility and transparency across all areas of the business. Increased cost and longer timelines in global freight during the pandemic required that all products were being developed in the most efficient and cost-effective ways possible.

“Joules has and continues to grow very quickly,” says Kellie Hubbard, Senior Program Manager at Joules. “The business is not the same one which originally scoped, and implemented the legacy PLM system we operate currently. We knew that in order to achieve our future growth ambitions, we would need to update this core system, in order to provide our teams with the right tool to support them in producing our future product ranges.”

To achieve their goals of selecting the tools which add the most value, while keeping the customer journey as simple as possible, Joules knew it needed a proven, out-of-the-box PLM solution that wouldn’t require heavy customization. Rather, the business wanted to work with a partner with extensive fashion product development expertise and customer base, in order to ensure industry-standard processes and workflows.

As the ultimate stakeholders, the team who will use the PLM system ranked Centric Software® the highest of all shortlisted vendors during the selection process.

“It was important to us that one system covered as much of the development process as possible,” says Hubbard, “to have that one version of the truth for product data, which is so vital to the product teams and the wider business. We did see other vendors with broader industry bases but felt the nuances of our processes would be better navigated and supported with a fashion industry expert.”

Hubbard continues, “The team at Centric has been hugely supportive throughout the entire process. They fully understand the journey that the brand has been on to date, and the ambitions we have for the future.”

Digital sales now account for 70% of Joules’ overall business. “We think of ourselves as more of a digitally-led platform,” says Nick Jones, CEO of Joules. “Stores remain a key part of our strategy and multi-channel model. They not only drive revenue and customer acquisition but clearly communicate our brand and values. Looking ahead, we see the role of physical sales evolving to support the growth that we expect to generate through digital.”

As a brand heavily inspired by the environment, Corporate Social Responsibility is high on Joules’ agenda as well. The business has set ambitious sustainable materials targets and is looking to achieve new levels of visibility and awareness across the supply chain, thanks to the ability of Centric PLM to interface with systems like TrusTrace, a digital platform for product traceability and supply chain transparency.

Centric PLM™ will help Joules achieve these goals via standardization of workflows, having one version of the truth in product development, and visibility into processes, all within one centralized, online platform. The business expects those features to combine in order to make them more effective and efficient, and ensure the focus remains on creating great products for their customers.

“While we anticipate saving time based on current standards, our plan is to reinvest that time to support future growth,” Hubbard says. “We anticipate the key product development functions to see time savings of approximately 15% across the entire process. From our perspective, the time saving is better expressed as an ability do more, and do better, with the same resources.”

“This is the start of a long, mutually beneficial relationship,” says Chris Groves, President and CEO of Centric Software. “We are flattered that Joules sees Centric as a trusted technology partner in the fashion space and thrilled that we can help them take such positive steps towards environmental sustainability. We look forward to supporting and advising them to derive the greatest possible benefits from our platform.”


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Joules (

Joules is a premium lifestyle group with an authentic heritage and values of family, fun and joy in the countryside.

Joules creates and curates exceptional products that brighten the lives of its customers, delivered through leading digital platforms and supported by enticing experiences and stores that are located in desirable locations relevant to the Joules customer’s lifestyle.

The Joules story began in 1989, when Tom Joule started selling clothing on a stand at a country show in Leicestershire. Today, the business designs and sells Joules branded clothing, footwear and accessories for women, men and children as well as collections of homeware, toiletries, lifestyle and pet product ranges that are carefully designed and developed through selected licensing partnerships. Each collection comprises Joules’ distinctive use of humour, colour and unique prints, each of which is hand-drawn by the brand’s talented in-house print design team at its headquarters in Market Harborough, Leicestershire.

The Joules brand caters to its 1.7 million active customers through its own digital platform, its retail stores in the UK and at country shows and events.  Joules extends its brand reach through well-established third-party relationships – concessions, online marketplaces and traditional wholesale – in the UK and internationally.

Joules’ distinctive design-led products are complemented by an increasingly broad customer offer provided through its digital marketplace Friends of Joules that enables third party brands to offer curated, complementary products to the Joules customer base, enhancing Joules’ digital platform with thousands of products from hundreds of creative businesses to give customers everything they could ever need for a contemporary country lifestyle.

In 2021, Joules acquired leading digital home and garden retailer The Garden Trading Company, strengthening its position in the important and fast-growing home, garden & outdoor category. Similarly inspired by the British countryside, Garden Trading designs and sells distinctive products through its own e-commerce platform and wholesale partnerships with more than 1,000 stockists across the UK.


Centric Software (

From its headquarters in Silicon Valley, Centric Software® provides a Product Concept to Replenishment Digital Transformation Platform for fashion, retail, footwear, luxury, outdoor and consumer goods including cosmetics and personal care and food and beverage. Centric’s flagship Product Lifecycle Management (PLM) platform, Centric PLM™, delivers enterprise-class merchandise planning, product development, sourcing, quality and product portfolio optimization innovations specifically for fast-moving consumer industries. Centric SMB focuses on core tools and industry best practices for emerging brands. Centric Visual Innovation Platform (CVIP) offers highly visual digital board experiences for collaboration and decision-making. Centric Software pioneered mobility, introducing the first mobile apps for PLM, and is widely known for connectivity to dozens of other enterprise systems including ERP, DAM, PIM, e-com, planning and more as well as creative tools such as Adobe® Illustrator and a host of 3D CAD connectors. Centric’s innovations are 100% market-driven with the highest user adoption rate and fastest time to value in the industry. All Centric innovations shorten time to market, boost product innovation and reduce costs.

Centric Software is majority-owned by Dassault Systèmes (Euronext Paris: #13065, DSY.PA), the world leader in 3D design software, 3D digital mock-up and PLM solutions.

Centric Software has received multiple industry awards and recognition, including being named by Red Herring to its Top 100 Global list in 2013, 2015 and 2016. Centric also received various excellence awards from Frost & Sullivan in 2012, 2016, 2018 and 2021.

Centric Software is a registered trademark of Centric Software Inc. All other brands and product names may be trademarks of their respective owners.

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