There were also doubts that Next would be prepared to proceed with a deal for at least 33p-a-share, which was Joules’ valuation when the talks began earlier this month. Since then, the shares have continued to slide, closing on Friday at just 25.5p.

On Sunday, a Joules spokesperson said it “continues its positive discussions with Next plc about both adopting its Total

One insider told Sky a deal was still possible, but that time was running out. Next has said nothing so far.
 
Joules had been looking for an equity investment of about £15m, but its current market value is just under £30m following the plunge in its share price. It had said the deal would take place “at no less than Joules’ current market price”.

An insider said it was unlikely Next chief executive Simon Wolfson would pay such a premium for a stake.

Joules has 130 stores and employs more than 1,000 people, but has endured a difficult time for several years, both due to external issues and problems of its own making. Last month, it hired KPMG