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Superdry co-founder launches Cult Hotels 

Julian Dunkerton, co-founder of fashion giant Superdry and hotel and restaurant portfolio, The Lucky Onion, has announced he will be launching a new hotel concept this coming Spring.

Cult Hotels will launch in Cheltenham with its flagship site, The George, which is set to focus on the “culture and experience” of the town.  

The George will be made up of five refurbished Grade II listed Regency townhouses with 46 bedrooms, using original features alongside “modern touches”. The site will also feature “practical elements”, such as automatic check ins and post-box key returns. 

Cult Hotels plans to roll out its brand in cities across the UK over the next few years, and said it will be “tapping into the clued-up urban crowd who value design and exploration”. 

The team behind the brand said that repurposing “characterful, older buildings will be a cornerstone of the brand as it expands its footprint with ambitious growth plans for the future”.

Dunkerton said: “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.” 

He 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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