Neighbours locked in row with Superdry boss over ‘eyesore’ tents in Cotswolds
Superdry’s owner has become engaged in a long-running battle with his neighbours over “tatty” tents outside a hotel he owns in Cheltenham.
Julian Dunkerton, who resides in the Cotswolds, has frustrated his neighbours with plans to turn tents erected during Covid into a permanent pergola outside of No. 131 Hotel on Cheltenham’s Promenade shopping street.
Despite the resistance of neighbours who have called labelled the marquees “tatty” and “an eyesore”, Dunkerton has no plans to back down.
He said of his plans: “It saves around 100 jobs for local people and enables us to create something unique and distinctive for the town.
“Making the terrace of No. 131 a permanent feature ensures the venue itself is economically viable and allows us to plan for the future, bringing more investment into Cheltenham.”
Dunkerton’s tents were supposed to be a temporary Covid arrangement, but have remained to this day, leading to an enforcement notice being issued for their removal.
However, Dunkerton has appealed against this notice and has insisted he has engaged with the council and Historic England in drawing up his new plans.
A ruling is expected from the Planning Inspectorate early next year.
As Dunkerton conducts drawn-out planning negotiations with planners and neighbours, a Cheltenham Borough Council officer predicted: “I wouldn’t expect the issue to be resolved in the short term.”
The No. 131 Hotel is part of Dunkerton’s Lucky Onion Group empire, which also includes Dunkertons Cider on the outskirts and George Hotel in its centre.
Dunkerton became the Cheltenham mogul he is today after marrying his new wife, fashion designer Jade Holland Cooper in 2018.
Backers of the No. 131 venue have praised Dunkerton, stating: “With over £50million invested locally, Julian Dunkerton and his wife, Jade Holland Cooper, have transformed Cheltenham into a bustling hub, employing hundreds and attracting numerous guests and locals each year.”
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Cheltenham Civic Society has been blocking Dunkerton’s plans, which it sees as a danger to the architectural and historical features of the Spa Town, which it is committed to protecting.
Andrew Booton, the society’s chairman, said: “The tents obscure the view of three of Cheltenham’s finest Grade II* listed buildings and we now think they are affecting the town’s reputation and overall attraction.”
Dunkerton founded Superdry in 2003 with Ian Hibbs, and it is headquartered in Cheltenham.
It was one of the most successful fashion brands of the 2000s, however, in recent years it has come under pressure, with it reporting a 23.5 per cent revenue decline to £219million in January.
Following this Dunkerton has taken emergency measures, such as delisting the company from the London Stock Exchange and reducing rent for underperforming stores.