The opening event took place at the new premises on Sidney Street, from 10am, where customers were able to enjoy 15% off everything in store, including their new French-inspired spring collection.
The promise of a £100 gift card, to be awarded to the first person through the doors, had customers queuing down the street well ahead of opening time - with the first lady in the queue having arrived before first light. The next 10 early birds received a £50 gift card, and a £20 gift card went to the next 10 after that.
Shoppers were given goodie bags on arrival, a tasty macaron from Tom's Kitchen and entertained by an in-store guitarist.
Joules - which takes its inspiration from the countryside to create its signature quality clothing - has been trading in Cambridge for the last five years, but demand had them on the look out for a larger shop.
Tom Joule, CEO of Joules says: “We are thrilled to be opening a more spacious Joules store in Cambridge, bringing our loyal customers more choice and a greatly improved shopping ￼￼￼experience. The new store will also create 10 new jobs in the Cambridge area which is great news too.”
Joules is now located at 23-24 Sidney Street, on the corner between Waterstones and Costa.