With the Foot-and-Mouth outbreak in 2001 almost all the shows that Tom Joule intended selling at were cancelled. He decided to take Joules clothing directly to retailers helping the brand to become more widely available. The mail order catalogue business was launched in 2002, with the website following in 2003. Joules launched Little Joule in 2008, designed for 2-12 year olds. Following the popularity of Little Joule, Baby Joule was established in 2009. The sitting hare seen branded on most Joules clothing was first used as a logo in 2009 and later expanded to include most ranges.