Knoops Sets its Sights on Cheltenham with New Cafe Proposal
A popular chocolate drink specialist, Knoops, has submitted plans to open a new cafe in Cheltenham, targeting the former Costa Coffee branch on the Promenade. According to reports from Punchline Gloucester, the brand is eager to revive the prominent corner unit at number 24, which has sat empty since Costa Coffee closed its doors in 2024.
The proposed Knoops cafe would offer customers completely customisable hot and cold beverages, ranging from white to 100% extra dark chocolate with finishing touches such as orange zest and cinnamon. The brand’s plans, submitted to Cheltenham Borough Council, reveal a desire to create a cafe with the same airy vibes as its successful branches in St Albans and Knightsbridge. As Punchline Gloucester reports, Knoops has applied to adapt and refit the interior of the unit with new seating, flooring, cabinetry, service area, toilets, and a kitchenette for staff, as well as new signage on the exterior.
The Grade II listed French Renaissance style building, which dates back to 1890, boasts an elaborately curved royal coat of arms in the panel above the doorway. As noted by Punchline Gloucester, the building has a rich history, having begun life as offices for Cheltenham wine and spirit merchants John Dobell & Co Limited, with the first floor serving as the St. Albans Hotel ale house. It later became the pub Dobells, which traded until 2008 when it was converted into a Costa Coffee.
In its heritage assessment submitted with the application, Knoops stated that its proposals will have no impact upon the historic fabric of the building, neither internally nor externally, and will bring the ground floor retail unit into active continuous use, ensuring the ongoing maintenance of the building. As Punchline Gloucester reports, the brand is keen to capitalise on Cheltenham’s reputation as a fashionable spa town, with the building designed by key architect William Hill Knight.
If approved, the new Knoops branch would form part of the brand’s ambitious expansion plans for 2025. According to Punchline Gloucester, citing The Grocer, Knoops raised £9.8m and welcomed Lush co-founder and former Hotel Chocolat chairman Andrew Gerrie to its board last year. The brand aims to expand to 40 branches by the end of 2025.
Founded in 2013 by German Jens Knoop, the company began as one cafe in Rye, East Sussex. Today, Knoops has grown to 25 stores nationwide and has launched an at-home range of chocolate flakes and a chocolate cookbook. Between March 2021-24, the brand saw a growth rate of more than 870% and has annual UK revenue of circa £16million. Its board of directors includes the man behind Pret A Manger and Itsu Julian Metcalfe and Alice Avis, former chief executive and chair of the Sanctuary Spa Group. As Punchline Gloucester reports, Knoops is well on its way to becoming a leading player in the UK’s burgeoning chocolate drinks market.
