Bruton, a charming and exclusive Somerset town known for its rich history and affluent residents, recently experienced an unexpected stir—the opening of a Greggs bakery on its outskirts in September 2024.
The news sparked a mixture of reactions. Karen, 59, remarked, “People were horrified about Greggs opening here.” Her colleague Courtney added, “They should have opened a Pret a Manger instead; it would have done much better.” While some locals welcomed the new jobs created by the bakery, others were less pleased. One resident went so far as to call the bakery a “fat-making factory” in a Facebook post, jokingly suggesting harsh punishments for those responsible.
Concerns extended to fears over declining property values and the potential threat to independent businesses. Indeed, the Greggs did seem somewhat out of place amidst Bruton’s elegant, historical surroundings.
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Nestled in the lush Somerset countryside, Bruton is centered around a quaint High Street lined with centuries-old gems. The Chapel, once a Stuart-era church, now operates as a boutique hotel and restaurant. The Old Pharmacy restaurant dates back to Tudor times, and a former church has been converted into an art gallery, where paintings can fetch around £9,000.
Karen, who works as an estate agent for Hunter French, values Bruton’s historical character and recently sold a 1745 home that was formerly an “Inn of Ill Repute,” a detail she believes only adds to the town’s appeal.
The arrival of Greggs may have rattled some of Bruton’s elite, which includes celebrities like Stella McCartney and Sarah Beeny. The town has also seen a steady influx of Londoners relocating—either retiring from fast-paced careers or commuting from Bruton to the city. This “Down From London” (DFL) trend brings a blend of opinions.
Devi, 62, who runs a local business with three dogs as honorary assistants, was born in London but grew up in Bruton. “I can’t complain about all the Londoners moving here because I’m one of them,” he jokes. After living in Bruton for 45 years, he left in 2018, feeling the town had lost some of its original charm—partly due to the newcomers.
Karen, who moved to Bruton six years ago, offers a sunnier perspective: “We have people with lots of stuff and people with nothing. They all rub shoulders.” Elliot, a builder who commutes to Bruton and hopes to settle there, sees the influx positively: “I’m glad Londoners move here because they can pay my wages!”
Bruton’s refined taste demands high-end experiences. Michelin-starred restaurants like the Osip and the luxurious, albeit controversial, Newt hotel are just a short drive away—drawing tourists while many locals never visit. Karen, 52, manages The Sun Inn, a 730-year-old establishment specializing in Persian cuisine. She admits she can’t afford the high-end dining but appreciates the attention brought to the area, even if it’s unevenly distributed.
Ultimately, Bruton remains a captivating town with unparalleled history, attracting wealthy and famous residents. Yet, its exclusivity is a delicate quality, threatened by its own popularity. Karen of Hunter French worries about expansion: “I hope it doesn’t grow. It would ruin the town; the infrastructure isn’t prepared for it.”
For now, Bruton maintains its prestige, even with a Greggs quietly operating nearby.
(*Name changed for privacy)