Superdry boss locked in row with Cotswold neighbours over ‘tatty’ hotel

Superdry boss Julian Dunkerton is locked in a row with his Cotswold neighbours after they criticised his “tatty” renovations to a hotel.

The co-founder and chief executive of the high street fashion brand has irritated some Cheltenham residents by refusing to dismantle 16 marquees that were erected in front of the property during the pandemic.

The local planning authority has so far thwarted the 59-year-old’s attempts to turn the “eyesore” tents into permanent structures. In 2022, it ruled that they should be dismantled, citing the impact on views of the Grade II-listed buildings behind.

In response, Mr Dunkerton has lauded his investment in the area, crediting the £50 million he has spent in his hometown as having “transformed Cheltenham into a bustling hub”.

The businessman is the director of the Lucky Onion Group, which owns the No. 131 hotel on the town’s Promenade shopping street, runs Dunkertons Cider at Dowdeswell Park on the outskirts, and has revamped the George Hotel in its centre.

Cheltenham Civic Society, which aims to protect the architectural and historical aspects of the spa town, previously described No. 131’s tents as “tatty”.

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.”

A ruling is expected from the Planning Inspectorate early next year on Mr Dunkerton’s appeal of the enforcement notice ordering the removal of the temporary tents.

The Superdry boss has twice had planning permission refused in his bid to replace the marquees with a terrace made of glass and ironwork or a metal pergola with a retractable roof.

On the council’s planning portal, one resident described the marquees as an “eyesore” which “spoil the vista”.

Another said: “The temporary structures around these Grade II listed buildings may well have been necessary during the Covid epidemic, however, it is surely time to return to some degree of normality.”

Undeterred, Mr Dunkerton has appeared determined to forge ahead with efforts to make the marquees permanent.

An architectural drawing of the plans was published on the hotel’s Instagram account last week.

In an accompanying statement, he said: “The importance of seeking approval for our proposal should not be underestimated.

“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.”

In another statement, people behind the venue praised Mr Dunkerton and his wife for rejuvenating the area.

It said: “With over £50 million 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.”

Mr Dunkerton was previously married to Charlotte Abbot, with whom he has two children, and lived in a £3.25 million farmhouse near Cheltenham.

In February 2016, he sold around £50 million of his Superdry shares to bankroll his divorce settlement before meeting his current wife that year.

Ms Holland Cooper’s eponymous fashion brand boasts famous admirers, including Claudia Winkleman and the Princess of Wales.

In January, Superdry recorded a 23.5 per cent decline in revenue in the six months to November, with losses widening to £25 million.

In response to administration concerns, an overhaul of the company was initiated, which included rent reductions on underperforming stores, equity raising and its delisting from the London Stock Exchange.