A “PREMIER lifestyle brand” is to open for business at Southampton’s Westquay shopping centre.

Centre operators have announced that Joules is their newest tenant.

The new 3,966 sq ft store Joules store will be located alongside brands such as H&M, Lush and River Island on level three of the mall and is due top open in this autumn

The shop will stock Joules’ full offer of lifestyle clothing for all the family, accessories and homeware.

Founded almost three decades ago by Tom Joules, the retailer has grown into a major chain with 108 stores in the UK and Ireland and has opened 11 new outlets this year alone.

It has stores in Ringwood, Whiteley, Lymington, Winchester, Cowes and Gunwharf Quays but the Westquay outlet, due to open at the end of this month, will be the first in Southampton.

Earlier this summer the group revealed soaring profits in its first year since going public.

In the 52 weeks to May 28, underlying profits jumped by 34 per cent to £10.1 million. Sales across all channels rose by 19.6 per cent to £157 million.

Joules has a strong online presence with e-commerce accounting for almost 30 per cent of its sales.

It has a significant online business, and a well established wholesale business with 1,500 stockists worldwide including John Lewis, Next Label and Nordstrom

Joules won Mainstream Brand of the Year at the Drapers Awards 2016 and has previously won the Drapers Best British Fashion Retailer of the Year at the 2015 awards.

In the past 12 months Westquay has undergone significant changes, not only with the opening of the dining and leisure extension, now known as Westquay South.

Hammersons say they have als made an effort to enhance the centre’s existing fashion offer. The signing of Joules follows that of Smiggle, Yankee Candle, Laing Edinburgh, Lush and Russell & Bromley.

Iain Mitchell, UK commercial director at Hammerson, commented, “It’s great to see another high quality business choose Westquay for its first store in the city.

“An incredibly popular brand, Joules will enhance the retail line-up further with its unique range of products.”