Official planning for the signage associated with the new Animal store in Tenby has been given the go-ahead despite concerns raised by the local civic society it ‘grated’ with the Victorian and Georgian character of Tudor Square.

The store opened its doors in late November at the Grade-II-listed Tudor House, Tudor Square, which has more recently been used as a café.

Several cafés had run at the site including Oakley’s, Caffi Llyw and most recently, Henry’s.

The new Animal store sells outdoor wear, ski gear, beachwear and robes and kids’, women’s and men’s clothes.

A November-registered planning application to the Pembrokeshire Coast National Park Authority, by Holden Signs Ltd on behalf of Animal, covering the store’s signage was approved by park officers under delegated powers on January 19.

The proposals were supported by Tenby Town Council but Tenby civic Society, while not formally objecting, had raised concerns.

The Civic Society stated: “The new sign lettering is of suitable size and the fascia setting proposed is fine. The Animal house logo-style lettering grates with the Victorian and Georgian character of Tudor Square and the conservation area.

“We note that nearby proposed Tesco signage was amended to maintain the character of the conservation area, and we feel the logo lettering does not enhance the character of the conservation area.

“It is a brand logo so a check whether they have amended it to fit in other conservation areas is a relevant consideration to put to the applicant.”

An officer report recommending approval said: “Tenby Civic Society whilst having no objection in principle has expressed concern as to the font style.

“Whilst a distinctive and modern font, it is not considered that the character or appearance of Tenby Conservation Area is negatively affected. The impact on amenity is considered negligible.”