--- title: "Joules: search popularity in the United Kingdom" description: "Joules is a British countryside clothing brand owned by Next. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/uk/brands/joules" publisher: "Brandwave" --- # Joules: search popularity in the United Kingdom Joules is a British countryside clothing brand owned by Next. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: Joules - **Owned by**: Next - **Market**: United Kingdom - **Measured month**: Sep 2026 - **Share of Search among casual clothing brands**: 3.1% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Casual clothing brands | 8 | 3.1% | 51.2K | - [Casual clothing brands in the UK](/demand/uk/categories/uk-casual-clothing-brands) ## Top casual clothing brands in ChatGPT and Google AI Overviews In three ChatGPT questions and one Google AI Overview, Joules did not appear in any of the four answers. Too few answers listed options to rank the brands, so only mentions are counted. | Brand | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | | FatFace | 0 of 3 | 0 of 1 | 0 of 4 | | Boden | 1 of 3 | 0 of 1 | 1 of 4 | | Superdry | 0 of 3 | 0 of 1 | 0 of 4 | | White Stuff | 1 of 3 | 0 of 1 | 1 of 4 | | Crew Clothing | 0 of 3 | 0 of 1 | 0 of 4 | | Seasalt Cornwall | 1 of 3 | 0 of 1 | 1 of 4 | | Weird Fish | 0 of 3 | 0 of 1 | 0 of 4 | | Joules | 0 of 3 | 0 of 1 | 0 of 4 | | Saltrock | 0 of 3 | 0 of 1 | 0 of 4 | | Jack Wills | 0 of 3 | 0 of 1 | 0 of 4 | | Sunspel | 2 of 3 | 1 of 1 | 3 of 4 | | Hush | 1 of 3 | 0 of 1 | 1 of 4 | ## Every AI answer about casual clothing brands - Asked ChatGPT "What are some good British casual clothing brands?": 1. Sunspel - Asked ChatGPT "Which UK brands sell nice clothes for weekends away?": 1. Boden, 2. Seasalt Cornwall, 3. Hush, 4. White Stuff - Asked ChatGPT "Where can I buy a good quality hoodie in the UK?": 1. Sunspel - Searched Google, AI Overview "clothing brands uk": 1. Sunspel Not named in any answer: FatFace, Superdry, Crew Clothing, Weird Fish, Joules, Saltrock and Jack Wills. Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 27, 2026. ## How has branded search demand for Joules changed in the United Kingdom over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for Joules in the United Kingdom rose from 45.2K to 51.2K. - Across the 12 months ending September 2026, Joules’ share of searches among casual clothing brands in the United Kingdom increased from 2.3% to 3.1%. - Across the 12 months ending September 2026, Joules’ share of searches among casual clothing brands in the United Kingdom peaked at 3.1% in September 2026 and was lowest at 1.9% in January 2026. - Across the 12 months ending September 2026, Joules rose from 10th to 8th among casual clothing brands in the United Kingdom. ## How did search popularity change for United Kingdom casual clothing brands in September 2026? - In September 2026, Joules overtook Saltrock to rank 8th among casual clothing brands in the United Kingdom, with 3.1% of the searches. - In September 2026, Boden overtook Superdry and White Stuff to rank 2nd among casual clothing brands in the United Kingdom, with 15.1% of the searches. - In September 2026, Superdry gained share of searches among casual clothing brands in the United Kingdom, from 14.5% to 15.1%. - In September 2026, White Stuff gained share of searches among casual clothing brands in the United Kingdom, from 14.5% to 15.1%. - In September 2026, Jack Wills gained share of searches among casual clothing brands in the United Kingdom, from 1.9% to 2.5%. - In September 2026, FatFace lost share of searches among casual clothing brands in the United Kingdom, from 21.7% to 18.4%. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Casual clothing brands | 45.2K | 2.3% | 10 | | Nov 2025 | Casual clothing brands | 49.3K | 1.9% | 10 | | Dec 2025 | Casual clothing brands | 49.3K | 2% | 10 | | Jan 2026 | Casual clothing brands | 34.3K | 1.9% | 10 | | Feb 2026 | Casual clothing brands | 28K | 2.1% | 10 | | Mar 2026 | Casual clothing brands | 34.3K | 2.2% | 9 | | Apr 2026 | Casual clothing brands | 37K | 2.2% | 10 | | May 2026 | Casual clothing brands | 37K | 2.1% | 9 | | Jun 2026 | Casual clothing brands | 37K | 2.3% | 9 | | Jul 2026 | Casual clothing brands | 30.2K | 1.9% | 11 | | Aug 2026 | Casual clothing brands | 39.2K | 2.3% | 9 | | Sep 2026 | Casual clothing brands | 51.2K | 3.1% | 8 | ## How are Joules’ branded searches counted? Brandwave collects information about searches that people make online using Joules’ name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading. - “joules clothing” - “joules uk” ## Which casual clothing brands compete with Joules? - [FatFace](/demand/uk/brands/fatface) - [Boden](/demand/uk/brands/boden) - [Superdry](/demand/uk/brands/superdry) - [White Stuff](/demand/uk/brands/white-stuff) - [Crew Clothing](/demand/uk/brands/crew-clothing): Head-to-head: /demand/uk/compare/crew-clothing-vs-joules - [Seasalt Cornwall](/demand/uk/brands/seasalt-cornwall): Head-to-head: /demand/uk/compare/joules-vs-seasalt-cornwall - [Weird Fish](/demand/uk/brands/weird-fish): Head-to-head: /demand/uk/compare/joules-vs-weird-fish - [Saltrock](/demand/uk/brands/saltrock): Head-to-head: /demand/uk/compare/joules-vs-saltrock - [Jack Wills](/demand/uk/brands/jack-wills): Head-to-head: /demand/uk/compare/jack-wills-vs-joules - [Sunspel](/demand/uk/brands/sunspel) - [Hush](/demand/uk/brands/hush-clothing) ## Who owns Joules? Joules is owned by Next. Brandwave also tracks Next and FatFace, owned by the same company, in the United Kingdom. - [Next](/demand/uk/companies/next): Owns 4 tracked brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Who owns Joules? Joules is owned by Next. Brandwave also tracks Next and FatFace, owned by the same company, in the United Kingdom. ## Cite this page Brandwave. "Joules: search popularity in the United Kingdom". https://gobrandwave.com/demand/uk/brands/joules This page is also available as HTML at https://gobrandwave.com/demand/uk/brands/joules. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.