Jules
Mulliez family · France
Jules is a French menswear chain selling casual and smart clothing at accessible prices through more than 300 stores and online. It grew up in the Mulliez family's former Happychic group, where it was brought together with its sister menswear chain Brice.
| Country | France |
|---|---|
| Segment | Accessible menswear |
| Store network | More than 300 stores (company website) |
| Former group | Happychic (Mulliez family) |
| Sister brand | Brice (merged into Jules) |
| Website | jules.com |
What is Jules?
Jules is a French men's clothing brand that presents itself as the style partner of all men for 30 years. It designs clothing for a broad range of men at accessible prices, and says it does so without sacrificing quality and with respect for the environment. The range covers T shirts, polos, shirts, knitwear, jeans, chinos, suits, underwear, shoes, bags and sunglasses, plus a basics line called Le Parfait by Jules.
History
Jules is one of the textile retail brands associated with the Mulliez family of northern France. For years it formed part of Happychic, a menswear group that also ran Brice and Bizzbee. In April 2018 FashionNetwork reported that Happychic operated around 730 stores, about 450 of them Jules and 200 Brice, and was restructuring, with unprofitable stores to be closed and the two men's chains to be brought closer together under a project called Jules & Co. The two brands were subsequently merged, and published accounts of the brand's founding date differ.
Products and positioning
Jules focuses on everyday menswear for a wide age range, with an emphasis on value and basics. Key product areas include:
- Casual tops, polos and shirts
- Denim and chinos
- Suits and occasionwear
- Underwear, shoes and accessories
- Seasonal and collaboration capsules
FashionNetwork has also reported on new store concepts, temporary beach shops and second hand corners in Jules stores as part of efforts to refresh the brand.
Business model and distribution
Jules sells mainly through its store network in France and neighbouring markets, which its website puts at more than 300 stores, and through e-commerce with click and collect, free delivery to store and in store returns.
Why it matters
Jules is a long running example of a French specialist menswear chain adapting to falling store traffic and online competition. Its consolidation with Brice illustrates how family owned retail groups have rationalised overlapping banners to protect a core brand.
Frequently asked questions
Who owns Jules?
Jules is a Mulliez family brand from northern France. It was part of the family's Happychic menswear group, alongside Brice, before the two chains were merged.
Did Jules merge with Brice?
Yes. Happychic began bringing its two men's chains together in 2018 under a project called Jules & Co, and the Brice banner was later merged into Jules.