Holland Cooper, Cheltenham
A 22-year-old sold 30 tweed mini-skirts from a trailer at Badminton; Holland Cooper is now a £54 million British lifestyle brand.
Holland Cooper’s Cheltenham boutique is one of two permanent stores for a British country-luxury brand with a genuinely unlikely origin story. Founder Jade Holland Cooper grew up on a farm, was accepted into the London College of Fashion but chose the Royal Agricultural College instead, and spotted a gap in the market that nobody else had: at equestrian and country events across Britain, everyone seemed to be wearing the same clothes, and no brand had properly designed for that world.
From a Trailer at Badminton to £54 Million
Holland Cooper launched at Badminton Horse Trials in 2008 with a two-metre stand and just thirty tweed mini-skirts. The self-sustaining model — make it, sell it, use the money to make more — took Jade Holland Cooper to thirty-nine different country events in her first year, towing a 3.5-tonne trailer between them. From that unconventional start, the brand has grown into a full lifestyle offering spanning fashion and homeware, employing 120 people, with turnover of £54 million in 2025 and a projected £64 million in 2026.
A Cheltenham Racecourse Partner
Holland Cooper’s tweed-and-country aesthetic has made it a natural fit for the racing world, and the brand is an official fashion partner of Cheltenham Racecourse, dressing racegoers for the Festival and beyond. Alongside its Cheltenham boutique, the brand also has a store at Bicester Village, but Cheltenham remains close to the heart of its country-sport roots.
Planning Your Visit
Holland Cooper’s boutique is in Cheltenham town centre.
It pairs naturally with our guide to Cheltenham.
Where to Stay Nearby
Cheltenham’s central position puts it within easy reach of several of our north Cotswolds properties. For a fuller sense of what is available nearby, our full portfolio of Cotswold properties can be filtered by location.
However you choose to base yourselves, our concierge team can help build a shopping stop at Holland Cooper into a wider day in Cheltenham.
In Short
Holland Cooper turned one founder’s frustration with country-event fashion into a British lifestyle brand worth tens of millions — and its Cheltenham boutique remains close to where that story began.
© Luxury Cotswold Rentals. Images © Luxury Cotswold Rentals, except where copyright remains with the original photographer or creator.
