Bruton, a picturesque and historically rich town nestled in the heart of Somerset, is known for its exclusivity and charm. Its sleepy High Street is lined with centuries-old buildings, from boutique hotels like The Chapel—a former Stuart-era place of worship—to Tudor-era restaurants like The Old Pharmacy. A local gallery housed in a decommissioned church showcases paintings sometimes priced around £9,000, highlighting the town’s refined taste.
Yet, in September 2024, Bruton found itself at the center of an unexpected controversy: the opening of a budget bakery chain, Greggs, on the outskirts of town.
The arrival of Greggs has sparked a lively debate among residents. Karen, 59, who works for Hunter French Estates Agents, remembers the initial shock: “People were horrified about Greggs opening here.” Her colleague Courtney believes a Pret a Manger would have suited the town better, “It would have done much better.”
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Some locals welcome the economic benefits, noting that the bakery brings new jobs to the community. But others worry about the impact on house prices and the fate of independent businesses. One concerned resident humorously declared on social media, “Whoever authorised putting a fat-making factory where the kids congregate should be hung in the town square for crimes against humanity.”
Bruton’s allure partly lies in its exclusivity—a magnet for celebrities like Stella McCartney and Sarah Beeny, as well as affluent professionals relocating from London. Many “Down From London” (DFL) residents commute to the city while enjoying the tranquility of the countryside. This migration has brought both diversity and differing perspectives on local developments.
Devi, 62, a London-born entrepreneur with deep roots in Bruton, expresses mixed feelings: “I can’t moan about all the ‘Down from London’ types because I’m one of them! But I felt Bruton lost some of its charm before I left in 2018.”
Karen, who moved to Bruton six years ago, offers a more hopeful view: “We have people with lots of stuff and people with nothing. They all rub shoulders.”
Builders like Elliot, who work in Bruton but struggle to afford living there, see the influx of wealthy newcomers positively: “I’m glad all these Londoners move here, because they can pay my wages!”
The town’s culinary scene reflects its upscale reputation, with Michelin-starred restaurants like the Osip and the luxurious Newt hotel nearby drawing tourists. However, not all locals share in this glamour. Karen, 52, manager of the 730-year-old Sun Inn—a Persian cuisine establishment dating back to the reign of Edward I—admits, “I can’t afford to go to the Osip.”
The Sun Inn represents the overlooked heritage within Bruton that doesn’t always capture media attention, despite its rich history.
Ultimately, Bruton remains a captivating town with a storied past and an exclusive reputation. But the very influx that sustains it raises questions: can a town continue to be exclusive if everyone wants to be there? Karen of Hunter French Estates Agents hopes the town resists expansion to preserve its character: “I hope it doesn’t expand. It would ruin it; the infrastructure just isn’t there.”
For now, Bruton retains its prestigious air—Greggs and all.
(*Name changed to protect privacy)