Eager shoppers queue overnight as Joules opens its first store in Ipswich town centre on June 2.
The first customer reportedly arrived at 3am.
A gift voucher worth £200 was presented to the first shopper while the ten shoppers behind got £100 and the following ten received £50.
Although, others who queued weren’t left out as every customer in the queue after the first 21 were given a gift bag and a 15% off voucher.
Joules founder, Tom Joule, told Drapers: “We are really looking forward to bringing our unique personality and style to shoppers over the coming months.”