A dispute has surfaced regarding the new permanent pergola structures being installed outside the No 131 Hotel in Cheltenham, owned by Julian Dunkerton, the CEO of Superdry. The Cheltenham Civic Society has raised serious concerns, claiming that the pergolas differ significantly from the designs approved through planning consent.
The Boutique hotel and restaurant, located on the Promenade, has begun erecting the first of two planned metal-framed pergolas. However, the Civic Society’s statement highlights that the structure currently being built does not match the approved drawings and that work commenced at least four weeks before certain pre-conditions attached to the planning permission were fulfilled.
The society emphasised that while planning permission permits a permanent structure, any deviation from the agreed plans-even seemingly minor-cannot be dismissed. They warned that such departures constitute substantial breaches of planning permission and listed building consent, especially given the Promenade’s exceptional heritage significance, which includes several Grade II* listed buildings.
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Cheltenham Borough Council, which granted the pergola permission last year, confirmed it is reviewing the ongoing work. The council reiterated its duty not only to grant approvals but also to ensure compliance with plans and conditions. It stated that while it prefers dialogue to resolve such matters, formal enforcement action is an available option if necessary.
The council’s statement read: “We are currently reviewing works to date in accordance with the approved planning consent and will continue to work closely with the applicant as part of this process.”
The controversy follows a previous episode where Mr Dunkerton faced criticism for leaving 16 large, worn marquees outside No 131, despite orders from the borough council to remove them. These marquees were described by the Civic Society as “tatty tents” that detracted from the views of the historically significant buildings.
After extended discussions and objections, planning permission was given in February 2025 for metal-framed, white pergolas featuring retractable roofs to replace the marquees. Work is now underway on the first pergola opposite the Queens Hotel.
No 131 Hotel declined to comment directly on the Civic Society’s concerns but confirmed the project would proceed. A hotel spokesperson stated: “The roof is retractable fabric in a very light grey/white colour and will be open on sunny days. Decisions regarding the sides of the structure are still being finalised, but any sides installed will be removable.”
The spokesperson added that the entire installation aims to be completed by the end of October, with the left section expected to be finished and furnished by 23 August, and construction of the second section over the Terrace restaurant scheduled to begin on 2 September.