Cheltenham has bid farewell to another key retailer as Fired Earth, a well-known interior design specialist, has entered administration and will close all 20 of its UK showrooms, including the prominent Montpellier Walk location in the town centre. The store, situated near the Montpellier Garden and The Ivy, now displays a sign confirming its closure since October 31, 2025.
Despite shuttering its physical stores, Fired Earth’s head office in Banbury will remain operational, and warehouses will continue fulfilling existing orders for customers. The company’s decision affects 133 jobs across the country and marks another significant loss for Cheltenham’s retail scene, following recent closures such as Ask Italian, Starbucks on the Promenade, and local favourites like The Ox, Cake Alchemist, Domaine 16, and The Find.
Administration proceedings began on October 31, led by insolvency specialists Dane O’Hara and Neil Bennett of Leonard Curtis. Although Fired Earth maintained some international reach through 22 independent stockists and distribution in Scandinavia, it struggled financially despite a £15 million turnover in 2024, posting losses of £1.6 million that mirrored ongoing difficulties experienced throughout 2023.
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Dane O’Hara explained, “Fired Earth has been loss-making for some time. The company was supported by its shareholder with substantial working capital loans while attempts were made to turn the business around. Unfortunately, ongoing losses and the lack of a viable turnaround plan meant further funding was not forthcoming.”
Other outlets across cities such as Bath, Bristol, Exeter, Truro, Nottingham, Chester, Knutsford, and Harrogate are also closing as no suitable buyer has emerged, despite interest from potential investors.
The UK high street continues to face a challenging environment, with the Centre for Retail Research forecasting over 17,000 shop closures in 2025—up from 13,479 in 2023. Experts point to the rise of online shopping, soaring operational costs, increased taxes, and higher employer National Insurance contributions from 13.8% to 15% as mounting pressures on retailers.
In contrast, e-commerce giant Amazon reported a gross annual profit of $311.671 billion in 2024, a 15.4% growth year-on-year, exemplifying the stark divide between digital and physical retail success.