Why not try these www.rydaleclothing.com. They had a stall at the equine event and I bought two lovely sweatshirts from them for £30. They are as near to the Joules type stuff you can get.
Can tell its lunchtime and people are on here then going stright to Joules- the Joules site is "closed" to new shoppers!
I love Joules stuff, and even though its expensive for wearing round the yard, it wears really well, washes well and seems to last (listen to me sounding like my nan!