dʒˈoʊlz kˈʌmpəni sˈuːn bɪkˌeɪm wˈʌn ʌvðə lˈiːdɪŋ mˈeɪl ˈɔːɹdɚ sˈɛlɚz ɪn dʒˈɜːməni ɐlˈɔŋ wɪð kwˈɛl, ɔːɹ ʃˈɜːpflɪn.
Joel's company soon became one of the leading mail order sellers in Germany (along with Quelle, or Schöpflin).