A shuttle bus linking Ashchurch in Gloucestershire for Tewkesbury station, Cotswolds Designer Outlet and Tewkesbury town centre is set to expand to a seven-day service from the end of March.
Operator Pulhams said the updated 40 service will begin running every day from Tuesday 31 March, extending beyond its current weekend and bank holiday timetable.
The route will also be expanded to serve Fiddington Fields, the new Persimmon Homes development in Ashchurch, giving residents a direct link to the outlet, the station and Tewkesbury town centre.
What is changing on the 40 service?
Pulhams said the changes will include:
- daily operation from 31 March
- an extended route serving Fiddington Fields
- the introduction of new electric buses
- 30-minute frequency throughout the day
The company said the earlier weekday service will begin at 6.45am Monday to Friday, with 7.15am starts on Saturdays.
New electric buses added to the route
The shuttle service will also benefit from part of Pulhams’ recent £8.17 million investment in 15 electric buses and upgrades to its Cheltenham depot.
The move means shoppers and local residents using the route will now be travelling on newer, lower-emission vehicles.
Why the route is expanding
Pulhams said the popularity of both the shuttle and the Cotswolds Designer Outlet, which opened near Tewkesbury last summer, had helped justify the wider timetable.
The operator only took on the contract in July last year, but says passenger demand has been strong enough to support the expansion.
Adam Keen, Interim General Manager at Pulhams, said:
“We’re delighted to be enhancing our timetable for the 40 service for shoppers and regular bus users alike, while welcoming our brand-new electric buses to the route.
“This was a prestigious contract to secure initially, providing a sustainable mode of transport, and the improved service shows what is possible through excellent partnership working.”
Fiddington Fields added to the route
One of the more significant changes is the inclusion of Fiddington Fields, a new housing development offering two, three and four-bedroom homes.
Claire Burton, Managing Director at Persimmon Homes Severn Valley, said:
“Good transport links are an important part of creating well-connected communities, and this enhanced service will provide our residents with convenient, sustainable access to the Designer Outlet, the station, and Tewkesbury town centre.”
Free travel offer for shoppers
The service includes a retail incentive for outlet visitors.
Passengers can travel free from the outlet if they spend more than £20 on the day and show receipts as proof.
The bus stop for the outlet is on Loverose Way, to the east of the site through car park C.
For passengers without a voucher, standard fares are:
- £2 single
- £3 return
English concessionary bus passes are also accepted.
What this means for passengers
For shoppers, the move makes the Designer Outlet easier to reach through the week. For residents of Fiddington Fields, it creates a new public transport connection to both rail services and the town centre.
For the wider area, it is another example of bus operators using electric vehicles and timetable expansion to respond to changing travel demand around major retail and housing developments.
At a glance
| Detail | Information |
| Service | 40 shuttle bus |
| Operator | Pulhams |
| Starts daily operation | Tuesday 31 March 2026 |
| Route | Ashchurch for Tewkesbury station – Cotswolds Designer Outlet – Tewkesbury town centre |
| New stop | Fiddington Fields |
| Frequency | Every 30 minutes |
| Early weekday start | 6.45am |
| Saturday start | 7.15am |
| Standard fares | £2 single / £3 return |
| Shopper offer | Free from the outlet with £20+ same-day spend |
