Cheltenham has witnessed the closure of another prominent retailer as Fired Earth, the well-known interior design specialist, has entered administration. The company is set to shut all 20 of its UK showrooms, including its Cheltenham location in Montpellier Walk, a prominent spot near Montpellier Garden and The Ivy.
A notice on the Cheltenham store’s door confirms the closure, stating: “This store is now closed,” and revealing that Fired Earth entered administration on October 31, 2025. While all retail locations will close, the company’s head office in Banbury will remain operational, and warehouses will continue fulfilling outstanding orders.
This closure adds to a wave of retail downsizing in Cheltenham. Recent departures include Ask Italian, with Starbucks on the Promenade scheduled to close on November 29. Local favourites like The Ox steakhouse, Cake Alchemist, Domaine 16, and The Find have also shut their doors this year.
Despite these losses, new businesses are entering the Cheltenham market. A Tesco Express is planning to open on the Promenade, and Freckleface, a maker of ethical luxury products, is also preparing to launch locally.
Fired Earth’s administration process has been overseen by insolvency experts Dane O’Hara and Neil Bennett from Leonard Curtis since October 31. Although the brand maintained a presence through 22 independent stockists and exports to Denmark and Norway, financial struggles mounted. In 2024, the company generated £15 million in turnover but still posted a £1.6 million loss.
O’Hara explained that despite shareholder support through significant working capital loans over the past three years, the company could not return to profitability. Without a feasible turnaround plan, investors declined to provide additional funding. No buyer has emerged despite multiple interested parties.
This development reflects broader challenges facing UK high streets, with the Centre for Retail Research predicting over 17,000 shop closures in 2025, up from 13,479 in 2023. Factors such as the rise of online shopping, soaring operational costs, and higher business taxes—like the recent increase in National Insurance contributions from 13.8% to 15%—are intensifying pressure on physical retailers. Meanwhile, online giants like Amazon continue to grow, reporting a 15.4% increase in gross annual profit to $311.7 billion in 2024.