Around fifty people queued from the early hours awaiting the opening of Joules brand new, and much larger Nottingham city store.
Entertained by live music, customers waited to see if they would be the lucky recipients of giveaway vouchers! If they missed out there were goodie bags too.
Coffee and sweet treats were handed out by Joules staff as they waited for the 09:30 am opening.
Inside full ranges of mens, ladies, boys and girls from the iconic British brand are on display in a fully refurbished store.
The company has 99 shops throughout the UK and in 2014/15 had a turnover of more than £117m.
Since 2000 Joules has opened flagship stores in Norwich, Cheltenham and York as well as in market towns and coastal holiday destinations throughout Great Britain such as St. Ives, Southwold, Burnham Market and Salcombe.