Meet the independent traders thriving on Cheltenham's Bath Road

As a society, it does seem more of us are becoming more conscious of what we’re buying. Whether it’s a more personal shopping experience or a unique gift you’re after, businesses in Cheltenham have you covered, specifically in Bath Road.

The bustling road full of activity could be mistaken for a small village, but in fact, it’s much more than that. A community of independent businesses make up a place that is very easy to spend hours dipping in and out of the wide variety of shops on offer or picking up a coffee from one (or all) of the street’s cafés.

But why do these businesses choose to set up shop out of town? A hub of activity for a number of years, Bath Road is a choice shopping destination for a lot of shop owners.

“It’s got a nice community,” owner of Jackeroo Boutique, Alice Thompson says. Alice believes that a lot of customers coming to her award winning shop tend to like the appeal around areas such as Leckhampton, often a little older demographic and some have a bit more to spend.

A woman with shoulder length dark hair wearing a grey jumper stood behind a wooden shop counter. A dark blue painted wall is behind her with a large circular mirror to the left and a black tote bag hanging on the wall to her right.

The business owner adds: “If they do live on their own, they need that [community]. They want to have a coffee, have their hair done and then go for a shop and have a chat.” With Curious Café, Ella Hairdressing, several independent shops and charity shops too within walking distance, Alice is right that there’s maybe no need to venture any further into town.

The closure of Cavendish House can be argued as one of many recent shock changes to the face of Cheltenham High Street, but meanwhile Bath Road continues to succeed.

Izaak Edge, manager of Bath Road Beers, grew up in Cheltenham and thinks the High Street is great to have around but doesn’t think it’s the best place for independent businesses especially when competing with the chains who dominate the space. “It’s of no consequence to them how much the rent is. I used to run a place in town for eight years and the rent there was astronomical.”

A man with short dark hair and facial hair wearing round glasses, a dark cap and black hoodie which reads ‘yeastie boys’ standing behind a light wooden shop counter with a modern white cash machine on top. Behind him are various liquor bottles on shelves as well as white tote bags with ‘bath road beers’ printed on them hanging on a hook on the wooden wall.

Using the much-loved Scandinavian Coffee Pod as an example of off-the-high-street success, Izaak believes “it’s not crucial being on the high street.”

For some, shopping and dining in their locality is their contribution to supporting their community and for Lucy Bonches, owning her own Café was all she’s ever wanted to do.

A shopfront painted dusky blue, with a large window and door and the text ‘Lucy’s Café’ in white cursive letters at the top of the front. The rest of the building is white and the same coloured blue planters outside the shop next to sage green patio chairs either side of two wooden tables.

“It was always my dream,” Lucy said. The café is always bustling with happy customers, which Lucy greets and waves off personally. It’s not without its challenges though, as Lucy says, “it’s not easy to run the business because there’s quite big competition but we’re busy all the time.” Running the café since 2017, Lucy says she chose to open her dream café on Bath Road because of the people, adding “everyone loves Bath Road.”