Jules

Jules began in 1994 as Camaïeu Homme, a menswear offshoot of the women's chain Camaïeu. In 1996 it was bought by the Association Familiale Mulliez, the family holding company behind Auchan, Decathlon and Leroy Merlin. In March 2000 the chain was renamed Jules — a nod to the French slang term for boyfriend — and repositioned around affordable, trend-driven clothing for young urban men. Growth was rapid: the chain reached roughly 200 stores by 2004. In 2009, Jules merged with sister menswear chains Brice and Bizzbee to form the retail group Happychic, renamed Fashion Cube in 2020. The company has remained headquartered in Roubaix, at 152 avenue Alfred Motte, in the historic textile-manufacturing heart of France's Nord region that also produced several of the Mulliez family's other retail ventures. Jules today operates as a mid-market chain rather than an artisanal or heritage label, selling ready-to-wear menswear through several hundred stores in France and abroad, positioned around accessible, wardrobe-basics fashion.