It has been revealed that Joules, the premium lifestyle brand will be opening its largest ever store this month in Edinburgh’s George Street.

Replacing its current store, also based in George Street, the new store will cover 3,375 sq ft and stock all of Joules’ key collections such as homeware, menswear, childrenswear and womenswear.

With plans for expansion, Joules are looking to open 10-12 stores per year, having already successfully opened eight stores in the past six months.

Before the new store officially opens, the company are inviting press, bloggers, VIPs and fans for a preview as well as in-store offers and will also host a number of events including a whiskey masterclass, a scrapbook making session and painting workshops.

Chief executive Colin Porter said: “We’re proud of the way that our retail stores really showcase our brand personality and allow us to engage with our customers, so to open our biggest ever is a very exciting milestone. Given the warm response from our customers to our previous store in the city, opening a bigger store here felt like a natural step.”