Transformed high street and top brands breathe new life in to town centre

Published on 12th November 2018

shoppers on high street

Council investment supports high street growth

Weeks of hard work to bring stunning, locally sourced natural stone paving, new seating, planters and bins to Cheltenham’s thriving high street is nearing completion.

The town continues to grow as a destination for shoppers as the latest big name The Botanist is welcomed to the Brewery Quarter in the coming weeks. Known for its selection of botanical cocktails, great food and craft beers, the venue is due to open on 3 December.

Theo Fordham, property acquisitions manager at The New World Trading Company on behalf of The Botanist Cheltenham, says:  “Cheltenham is a fantastic location for us to open, and The Brewery Quarter felt a natural choice. We are excited to meet the people of Cheltenham, and bring them onto The Botanist journey with us!”

The Botanist joins other top brands on Cheltenham’s high street including John Lewis, Urban Outfitters, Luke 1977, Creams Café, The Everyman lifestyle barbers and the newly refitted Next store, with beauty brand SLG coming to the Brewery Quarter in the new year.

Councillor Andrew McKinlay, cabinet member for development and safety, said: “We are pleased that work to this area of our high street has now got to this stage and the handover is in the process of taking place.

“The new permanent planters have been installed and will be filled with trees and perennial plants in the next few weeks which will become a great feature and add a splash of colour when they flower early in the spring.”

“Cheltenham continues to grow as a destination for shoppers which can be clearly seen with so many big name brands opening here over the last few months and bucks the national trend of the high street. Almost a million pounds has been invested into this area and it’s a pleasure to see our plans to revitalise the high street come to fruition.”

The new granite planters will be planted with semi-mature trees, shrubs and perennials, native to the UK and chosen to encourage pollinators and birds into the town centre.

The planters and planting make up the first part of the ‘Connecting and Creating Habitat’ project, match funded by the European Structural Investment Fund.

Kevan Blackadder Cheltenham Business Improvement District director said: “The work on our High Street has been inconvenient for many businesses and I thank them for their patience. However it has brought an impressive look to the area in what is just the first phase of the improvement work.

“The High Street as a whole is really moving forward with clear evidence that it is attracting visitors from far and wide.”

The council will be working with the county council and its partners to continue to identify further phases of work and confirm funding for the completion of the next two phases of the masterplan. To keep up to date with all the enhancements visit

For media enquiries, contact: Jemima Lawson, communications officer, telephone 01242 264332, email

Notes: The project has received £60,000 of funding from the European Structural and Investment Funds Growth Programme 2014-2020 which is part of European Regional Development Fund.

The Ministry of Housing, Communities and Local Government and the Department for Work and Pensions (and in London the intermediate body Greater London Authority) are the Managing Authorities for European Regional Development Fund and European Social Fund funding through the Growth Programme, funds established by the European Union to help local areas stimulate their economic development. 

By investing in projects the funds will help to support innovation, businesses, skills and employment to improve local growth and create jobs. For more information visit

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