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 occupied the town centre for six years. Erected in summer 2020 outside Nos. 131 and 133, these marquees were originally installed under relaxed Covid-19 regulations to support outdoor dining during the pandemic.
Although the temporary measures ended in 2022, the tents remained, sparking a prolonged planning dispute. The Cheltenham Civic Society previously criticized the structures for their unsightly appearance, dubbing them ‘tatty tents.’ Cheltenham Borough Council rejected plans to keep the tents in place in November 2022, a decision later upheld by a planning inspector in summer 2023. Enforcement actions followed, despite appeals through the Planning Inspectorate.
In contrast, plans for a sleek, metal pergola with a retractable roof at No 131 were approved in February last year. This contemporary yet sympathetic design aims to enhance the building’s historical Grade-II* listed architecture while providing year-round outdoor hospitality space.
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Mr Dunkerton announced that construction on the new terrace will commence this month, with completion anticipated by October 2024. The upgrade promises a high-quality, striking hospitality area that will complement Cheltenham’s iconic Regency streetscape and elevate the town’s bustling Promenade.
“We are excited to begin work on this significant investment in No 131 and Cheltenham,” said Dunkerton. “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 emphasized that the new light-touch structure is thoughtfully designed to blend seamlessly with the historic surroundings. It will offer visitors a premium year-round experience, reinforcing Cheltenham’s status as a premier leisure and hospitality destination in the UK.
This project marks the latest in a series of substantial investments by Dunkerton and partner Jade Holland Cooper, whose ventures across hospitality, retail, and commercial sectors have driven job creation, business growth, and visitor attraction in Cheltenham, contributing significantly to the town’s ongoing prosperity.
Throughout the renovation, No 131’s hotel will remain operational, and the Terrace Restaurant will continue to welcome guests while the initial construction phase takes place adjacent to the neighbouring building.