British lifestyle brand hires former Ted Baker exec Paul Burden as head of licensing.
British lifestyle brand Joules is planning to grow its activity in the licensing space, hiring Paul Burden as its new head of licensing.
The company is planning to grow both in the UK and internationally through its retail, wholesale, ecommerce and licensing channels.
This includes extending the brand to meet the lifestyle needs of its customers both through existing and new product categories. To this end, Paul (pictured) will focus on continuing to build, develop and explore licensing opportunities which align to Joules’ distinctive brand offering and ‘time off’ values.
Paul most recently held the role of director of product licensing at Ted Baker, where he was responsible for all licensed products including footwear, eyewear, watches, fragrance, bodywear and home accessories.
Prior to this, he was menswear design manager at Next.
Joules ceo, Colin Porter, commented: “We’re delighted to welcome Paul to the Joules team.
“His impressive experience and understanding of Joules’ strong brand heritage and values mean that he is well placed to explore and develop the business’s licensing offering as we enter this relatively new stage of growth.”
Colin was recently profiled in The Times, commenting that Joules was looking at a number of product expansion initiatives, including footwear and luggage.
He was quoted in the piece: “We could even move into areas such as fabric and wallpaper [through licensing arrangements]. When you think about our prints and our colours, a lot of our design influence has come from interiors, so it is a natural joining up.”
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