Men's global fashion brand replacing Superdry on Cheltenham's Promenade

Plans have been submitted for the popular international men's clothing brand, Charles Tyrwhitt, to replace the former Superdry store on Cheltenham's Promenade.

By Zoe Gater  |  Published
Charles Tyrwhitt could be opening on Cheltenham's Promenade soon, replacing Superdry's former concept store.

British multi-channel clothing retailer, Charles Tyrwhitt, plans to open its next store on Cheltenham’s popular Promenade, in what was formerly Superdry and White Stuff.

The shop has been vacant since December 2022, when global fashion brand and Gloucestershire-based business, Superdry, moved out of the unit — with its flagship store on Clarence Street remaining in the town.

If given permission, the new development will offer Gloucestershire shoppers a premium range of expertly tailored dress shirts, ties, suits, casualwear, shoes and accessories 'with timeless style and no compromise on quality'.

Founded in 1986, its flagship is a stalwart on London’s famous Jermyn Street, with stores across the UK, USA and even Paris.

Meanwhile, Charles Tyrwhitt's nearest branches to Gloucestershire are in Swindon, Bristol, Bath and Oxford.

In documents submitted to Cheltenham Borough Council, the brand stated that: 'Reuse of the shop units will make a positive contribution to the setting and appearance of the Conservation Area rather than the sad impact of an empty shop in this important commercial area.'

Planning also states that the firm will decorate the shopfront blue, in keeping with the company's branding. 

An opening date is still to be confirmed.

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