Julian Dunkerton, Co-Founder of fashion giant Superdry and owner of The Lucky Onion, has announced the launch of a brand-new venture – the hotel brand Cult Hotels.

For nearly 20 years, Superdry has grown from a small group of UK clothing stores into a huge global brand with outlets across every continent. As a co-founder, he has been there since the beginning – and has used this success to create other business opportunities.

The Lucky Onion – the UK restaurant and pub group run by him and Jade Dunkerton – is one such example of how he has moved into different sectors. He plans to bring something new to the UK hospitality scene with Cult Hotels, which will specialise in boutique conversions.

Cult icon: a blast from the past

For Dunkerton, the launch of the brand is a reference to the Superdry forerunner, Cult Clothing, that existed on UK high streets before becoming part of the more famous chain of stores.

His vision for the brand is clear. “Cult Hotels exists for the savvy traveller who values aesthetic and culture at a fair price,” he says. “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.”

A fresh look for urban tourism

Average room rates for regional properties were falling in 2019, while a steady development pipeline means that the competition for occupancy won’t be getting any easier for hoteliers. Cult Hotels will hope that the conversion of the iconic George Hotel will appeal to Cheltenham’s visitors – especially during busy periods like the Cheltenham Festival