A popular Cotswold tearoom, restaurant and café which collapsed in the financial turmoil of the pandemic and was subsequently turned into a Fuller's pub has been ordered to remove and rethink all of its external signage after planners ruled it detracts from the tourism hotspot.

In the wake of the forced liquidation of De La Haye's business, which sits in the heart of Bourton-on-the Water and is just a few steps from the River Windrush, London-based pub giant Fuller Smith and Turner stepped in in 2022  to remodel the venue. 

Despite the closure and loss of 25 jobs, the group's confidence was likely to have been built upon 2018 books which showed that the former restaurant clocked more than £1m turnover in 2018.

Marketed by Savills at just under £2.9m, Fuller's, which owns 400 premium pubs, bars and hotels, snapped up the 121-cover facility at an undisclosed price. 

At the time, the company said it had been granted planning permission for changes it intended, but new files at Cotswold District Council show the external publicity work for the property was carried out before any agreement had been signed off - and now the council has said no to the work that has been carried out.

Under the banner of "a stunning new pub in the heart of Bourton-on-the-Water", Fuller's launched The Willow last March – and subsequent online reviews include an 80% rating from Tripadvisor.

In a case report on one element of the application, Jordan Hawes explained to planners that the building, which is Grade II listed, sits in a prominent position in the village's conservation area, at the intersection of the High Street and Sherbourne Street.

The external signage follows other approved changes, he said, which included a new plant room, levelling internal floors, a new cellar, changes to existing WCs, new entrance doors, removal of some blockwork walls and alterations to a roof area.

He added: "This application seeks advertisement consent for the erection of three illuminated fascia signs, one illuminated pictorial sign and two menu case holders. The fascia signs would be located above external doors, two at the north-east elevation and one at the south-east. Each would measure approximately 3.5 metres in length and 0.5 metres in height and would be illuminated by LED trough lights."

The signs would be constructed of timber, painted dark green with pale lettering reading 'The Willow', he added. "The pictorial sign would be a pole mounted timber hanging sign located towards the southern corner of the site. The sign would measure 0.9 metres in width and 1.3 metres in height. The maximum height of the pole and sign would be 3.6 metres and it would be illuminated by LED trough lights on either side. The two menu case holders would be of brass and located at the north-east and south-east elevations, each at A4 size."

Consent was also sought for the installation of eleven LED lights beneath the eaves of the building, six at the south-east elevation and five at the north-east elevation.

He added: "Prior to the determination of this application, it was found that the proposed development had been implemented by at least April 2023.

However, the signage, had been implemented "in full prior to the determination of the application" and should be refused.

He concluded: "The proposed signage, by virtue of its illumination, would cause an unacceptable level of harm to the amenity of the area, including the character and appearance of the conservation area, the significance of the listed building, and its setting, and the significance and setting of other nearby designated heritage assets.

In a statement to planners to back the changes, Fuller Smith and Turner said it was "committed to making a positive contribution to society and to the environment in which it operates in villages, towns and city centres across England, developing and implementing business practices to deliver financial success."

The statement added: "As the existing building, previously occupied by De La Hayes Café Tea Room is grade II listed and sits within a conservation area, these works can only help to enhance the existing offers for both tourists and the day / night economy in that area by providing a quality food led establishment.

"The signage for this property, in regards to design, has taken a sympathetic appearance with consideration to the existing street scene, Because of its prominence in the street the signs have been kept to an absolute minimum both in number and size which our client feels respects the fact that the building is grade II listed and sits within a conservation area..."

A spokewoman for The Willow told Punchline-Gloucester.com that the business did not wish to comment.