Once the administrators are appointed, one of its larger rivals may move to buy former Joules’ assets with Boohoo, Marks and Spencer and Mike Ashley’s House of Fraser said to be in the running.
I somehow doubt Boohoo will be in the running @vinny 
Is Mike Ashley just buying every UK e-commerce business that is in trouble?
Likely to be sold by the administrators to a retail competitor. I have seen reports of Frasers, Next, and Foschini (Phase 8/Hobbs in the UK) linked to a potential purchase, would fit will with any of these. I don’t think M&S is likely, certainly not for shop locations, nor John Lewis.
Joules has some unusual shop locations, including some upscale rural market towns that fit their customer demographic (including Princess Kate).
Holt Norfolk has two branches (separated a short way) as there wasn’t one shop front big enough, and there is a branch in Burnham (up) Market which is allegedly one of the richest rural market in the East Anglia region of the UK. (But not in nearby Downham Market–local joke).