Julian Dunkerton, the founder of Superdry and the renowned No. 131 in Cheltenham, has announced plans to enhance the iconic hospitality venue.
A permanent terrace is proposed to replace temporary structures, safeguarding jobs and fortifying Cheltenham’s appeal as a premium destination.
Highlights of No. 131’s Proposal
The new terrace structure will offer two design options: a glass structure with decorative ironwork, in keeping with many regency buildings around Cheltenham including No.131 itself, or a slim, unobtrusive metal pergola with a retractable roof. Both options complement the Regency architecture, designed with award-winning local architects and heritage
experts.
No.131 have also engaged with Cheltenham Borough Council, and separately, with Historic England, through the pre-application process. The submissions will be supported by an assessment of the heritage impact; all to ensure the integrity of the proposal, both in terms of conservation and design.
The proposed terrace will enhance the iconic appeal of No. 131 and cement its status as a top UK hospitality venue.
Economic & Community Impact
Tourism is a vital driver for Cheltenham, generating around £162 million annually in visitor spending. The hospitality sector is deeply connected to this influx, supporting approximately 8,550 jobs in areas like accommodation, food, arts, and entertainment.
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 to No. 131.
Dedicated to keeping profits within the community, No. 131 works closely with a number of local suppliers and businesses, strengthening Cheltenham’s economic ecosystem. This commitment, paired with the significant spending of No. 131’s discerning guests, helps drive revenue to surrounding businesses, securing Cheltenham’s position as a top destination and supporting year-round prosperity.
Julian Dunkerton 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 131 a permanent feature ensures the venue itself is economically viable and allows us to plan for the future,
bringing more investment into Cheltenham.”