A fashion retailer described as the Duchess of Cambridge’s ‘go-to brand’ has opened its first outlet store in Stoke-on-Trent.

Joules was launched at Trentham Shopping Village for women looking to replicate Kate Middleton’s popular country casual look at a knockdown price.

The store also has a range of men’s and children’s clothing, as well as home products and even pet accessories for stylish four-legged friends.

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The British lifestyle brand is known for its bold use of color, iconic details and bold prints, all hand-drawn by the in-house design team.

At the Trentham branch there are up to 60% savings, with an additional 30% off the most popular lines for Black Friday, November 25-28.

Tom Joule, founder of Joules and director of the brand, was delighted to welcome the first buyers last Friday.

He said: “We are delighted to have opened the new Joules store in Trentham Shopping Village. We really look forward to bringing our unique personality and style to the people of Staffordshire over the next few months and look forward to welcoming buyers through the doors.

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Trentham is home to 77 timber retail pavilions, including big names such as L’Occitane en Provence, Portmeirion, Mountain Warehouse, Regatta, Holland & Barrett and Whittard of Chelsea.

As well as a range of independent retailers that are growing in popularity, including Il Gusto, Cooks of Trentham, Doggie Fashions and Trentham Cheese & Wine.

Gareth Hine, Senior Asset Manager at Trentham, said: “Our retail spaces are almost fully occupied and we are seeing a huge demand from retailers who want to be part of the Shopping Village here in Trentham.

“It’s exciting to welcome another newcomer. We are always on the lookout for stores that we know will fit in well with our offering and our clientele and I know that the opening of Joules has already generated a lot of enthusiasm.

“People love to shop ‘offline’ in Trentham, where they can enjoy a relaxed and varied retail experience, as well as a choice of fantastic restaurants and the opportunity to explore our renowned gardens.

“It’s this blend that makes Trentham so popular with people of all ages, from families with young children to retirees. That, coupled with a range of events, free parking, and accessibility make this an incredibly desirable location.

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