British lifestyle retailer Joules has partnered with the Watergate Bay Hotel in Cornwall which will see staff dressed in ‘casual smart’ outfits from the spring/summer 2016 range whilst guests will enjoy exclusive benefits at the retailers’ stores.

Joules called the partnership a “milestone” in its evolution to a fully-fledged lifestyle brand from its roots as an equestrian retailer which started out in market towns. “Watergate Bay represents everything that we live and breathe at Joules, enjoying the outdoors, taking time off and spending time with family and friends,” said Ronny Helvey, marketing director at Joules. “We’re delighted to be working with the team at Watergate Bay and are excited to have the opportunity to introduce Joules to those who may not be familiar with the brand and bring more to our loyal customers.”