Cheltenham’s town centre is set to welcome a delightful new addition as Knoops, an artisan hot chocolate chain, prepares to open its doors at 24 Promenade. The new branding has appeared on the former Costa Coffee premises, which closed in 2022 after 14 years of business.
This iconic Promenade building has a rich history, having once been a pub before its coffee shop era. Now, it will transform once again—this time from serving beverages like coffee and alcohol to specializing in luxurious hand-crafted hot chocolate.
Knoops, which originated in Rye, East Sussex in 2013, submitted a planning application earlier this year to Cheltenham Borough Council and received the necessary approval. Since then, preparations have been underway to introduce the brand’s unique chocolate experience to the town.
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True to Knoops’ signature style, the store will feature the chain’s distinctive black décor. Because the location was previously a café, only minimal modifications are needed to adapt the space for serving hot chocolate.
The building itself is a Grade-II listed, 19th-century Regency-style structure located within Cheltenham’s Conservation Area. It was recently offered for sale as part of a £7.5 million portfolio of retail and leisure properties.
The planning application covers the ground and basement floors, although no alterations to the basement are planned due to access constraints. The new Knoops store will have seating for 26 customers and employ five staff members.
Knoops offers a unique experience where customers can customize their drinks with a carefully curated menu of chocolate percentages and flavors. Their “Knoopology” process allows patrons to experiment by selecting chocolate strength, milk type, and flavor additions like sea salt, orange zest, or chili, crafting everything from hot chocolate to milkshakes and iced chocolates.
While the official opening date is yet to be announced, the Knoops website promises ‘opening soon,’ signaling a fresh, exciting chapter for Cheltenham’s Promenade.
This arrival comes as a welcome boost to the town centre, which has seen several notable closures in recent months, including Ask Italian, The Ox, and Gallimore’s Kitchen.