Superdry co-founder launches hotel brand

Worldwide: After acquiring restaurant portfolio The Lucky Onion, Julian Dunkerton, co-founder of fashion giant Superdry, has announced the launch of a new hotel brand.

Cult Hotels will open its first property in Cheltenham sometime this spring.

The group is starting with its flagship site, The George, which reflects the group’s focus on culture and experience of the towns around it. It will be made up of refurbished grade-II listed regency townhouses, with 46 available bedrooms in total.

The site will also feature practical elements, like key return boxes and automatic check-ins.

Dunkerton said of the new brand: “The name Cult Hotels is a nod to my history and where it all began for me, naturally Cheltenham is home to the flagship hotel – The George. As an entrepreneur I identified a gap in the market to create a new hotel concept that is accessible, approachable and cool.”

The group is following along with the growing trend of boutique hotel conversion. A City of London police station is currently set for refurbishment, as well as Broadmoor Hospital, the former criminal asylum.

Cult hopes that their brand, which will roll out across the UK in the next few years, can tap into the clued-in urban crowd who seeks strong design and city exploration.

Dunkerton added: “Cult Hotels exists for the savvy traveller who values aesthetic and culture at a fair price. My ambition with this venture is to continue to breathe new life into old buildings and bring a game changing hotel concept to the marketplace.”

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