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Joules goes live across the country, again

Joules began its journey in 1989, and the British lifestyle brand was established on the country and equestrian show circuit across the UK. Today, Joules are embracing those authentic roots and in-person experiences by adopting the latest in direct-to-consumer technology from Sprii: live shopping.

The debate about the future of the British Retail Sector rages on. And while some remain unsure of what will by the next for the UK High Street, others are embracing the potential of modern technology.

Enter British country lifestyle-clothing company, Joules – one of the first major UK retailers to embrace the latest in direct-to-consumer (DTC) technology: Live shopping. And with it, embracing its own roots.

“We are excited about going live with Sprii, as it takes us into the social commerce space and moves the brand into the digital realm”, says Joules’ Head of Marketing Kyla Lyford who adds: “Sprii’s technology fits our brand and marketing activation ambitions, and is a great opportunity for us to connect with our customers directly – in an authentic way. A way that harkens back to how we started 35 years ago, where we promoted ourselves with in-person, live experiences at country shows across the UK”.

The future of retail is hybrid

The technology behind this new effort to go live across the country is provided by Danish company Sprii – a leading live shopping-technology provider across the Nordics, now also with a firm footing in the UK.

International Sales Director, Macdara Duncan, is excited about having Joules join the Sprii community and expects this to be a breakthrough for the Danish company on the British Isles. He explains:

“We are incredibly proud of this opportunity to support Joules in this new endeavour. Like Joules, we believe that the future of retail is hybrid. It is not brick-and-mortar or online. It is both! And this is where live shopping comes into play. Live shopping is the perfect mix between authentic, in-person shop experiences with the convenience of e-commerce. And with the embrace of this type of DTC-technology from one of the leading retailers in the UK, we expect more retailers to follow suit”.

Fact and figures

• Joules’ first live shopping-event will be on 11 April and is accessible through this invite.
• Joules aims to go live across the country and at key events in the coming months.
• Sprii also works with Danish-UK retail brands like Flying Tiger Copenhagen and Søstrene Grene.
• Sprii has facilitated approx. 50,000 live events for 1,700+ companies and £170 million in revenue.
• Sprii was founded in 2021, is HQ’d in Aarhus, Denmark and has nearly 50 employees across Europe.