after it entered administration, would appear to be a likely buyer for whatever assets are left for sale.
In the early 1990s, though, he diversified into selling equestrian products to the country set - people attending county shows, equestrian competitions and races. This gradually evolved into selling other brands, such as Barbour and Driza-bone, before he set up his own fashion label using the knowledge he had accumulated from hundreds of hours' worth of face to face meetings with customers.
By then, Mr Joule had stepped aside from the day-to-day running of the business to focus on being chief brand officer, while in June 2020 the company announced he would be halving the amount of time he was devoting to the business.
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