Julian Dunkerton, co-founder of Superdry and owner of No 131 The Promenade in Cheltenham, is set to remove the controversial “tatty tents” that have stood outside his property for nearly six years. These marquees, initially erected in the summer of 2020 to support outdoor dining during the Covid-19 pandemic, will soon be dismantled to make way for a new, striking terrace.
Originally installed when planning restrictions were eased to aid local businesses, the temporary structures became a subject of contention after the easing of pandemic restrictions in 2022. The Cheltenham Civic Society labeled them “tatty tents,” and subsequent plans to retain the marquees were rejected by Cheltenham Borough Council in November 2022. An appeal against this decision was also dismissed by a planning inspector in mid-2023, prompting enforcement action to begin.
Parallel to this, planning approval was granted in February last year for a sleek metal pergola with a retractable roof to cover an outdoor seating area at the boutique hotel and restaurant. This new installation promises a high-quality, year-round hospitality space designed to complement Cheltenham’s iconic Regency architecture while enhancing a prominent location on the Promenade.
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Mr. Dunkerton expressed enthusiasm about the upcoming project, stating, “We are excited to begin work on this significant investment in No 131 and Cheltenham. The new terrace will create an exceptional space for guests while enhancing the appearance of the Promenade and supporting the town’s thriving hospitality and tourism economy.”
A spokesperson for No 131 highlighted that the new structure would be a light-touch, elegant, and contemporary addition, designed to blend sympathetically with the town’s historic streetscape. It is intended to provide visitors with a premium experience throughout the year, reinforcing Cheltenham’s status as one of the UK’s leading leisure and hospitality destinations.
The development is part of a broader series of investments by Julian Dunkerton and Jade Holland Cooper in Cheltenham’s hospitality, retail, and commercial sectors. Their ventures have played a key role in generating jobs, attracting visitors, and supporting local businesses, substantially contributing to the town’s growth and prosperity.
During the renovation period, No 131’s hotel will remain open, and the Terrace Restaurant will continue to serve guests while initial works are underway next to the neighboring property. The project is slated for completion by October 2024.