Outdoor style in city Square

The store, which opened last Thursday, stocks Joules' countryside- inspired ranges for men, women and children.

Established in Market Harborough in Leicestershire in 1989 by Tom Joule, the brand celebrates its 25th anniversary this year.

Mr Joule, CEO of the company, said: "We are thrilled to be opening a new store in Glasgow as Scotland is an exciting area of growth for us.

"Glasgow's retail opportunities are some of the best in the country and we have wanted a presence in the city for a while."

Joules already has standalone stores in Edinburgh, St Andrews and Aberdeen and has been stocked in the House of Fraser and John Lewis stores in Glasgow for some time.

This season Joules took inspiration from Scotland with its autumn/winter collection and shot its latest campaign images in the Highlands.

The Scottish connection doesn't end there, however, as all the waxed cotton used in Joules' products is made by Halley Stevensons of Dundee, which has been dying, finishing and waxing cotton since 1864.

Joules joins a prestigious group of retailers in Princes Square including Whistles, Belstaff and Vivienne Westwood.

Claire Wilkinson, marketing manager of Princes Square said: "Princes Square is renowned for stylish shopping and we are delighted to welcome Britain's much loved family lifestyle brand, Joules, in time for Christmas.

"The new store will stock stylish country heritage clothing for men, women and children including signature tops, polo shirts and wellies.

"The brand is a fantastic fit with Princes Square and its upbeat, colourful designs are guaranteed to be a hit with our shoppers."

Joules is renowned for its quirky take on British country style as well as its bold use of print and colour.

The company has an outdoorsy appeal and launched its popular quilted coats in 2006.

To date, Joules has sold 1.4 million pairs of wellies.

Its Christmas collection of clothing and accessories for all the family has just launched in stores and online.