Three years of Joannes Soënen at Jules: the turnaround architect

When Joannes Soënen took the helm of Jules in June 2023, the French menswear chain was carrying the weight of a recent cyberattack, a shrinking top line and a store network that had aged out of step with its customers. Roughly two years later, the business he describes as having undergone "a rapid turnaround between 2023 and 2024" was back to nearly 470 million euros in revenue and entering a phase of consolidation. Soënen has done it largely out of public view, letting the numbers and the renovated stores speak in his place.