Joules in Market Place wants to replace the tiles at its entrance with black and white ones in a checkerboard style.
The building is Grade II listed and is in a conservation area but Joules says the types of tiles proposed appeared in 15th century paintings and was used to create “a sense of grandeur and elegance”.
In a planning application to South Oxfordshire District Council, the company says: “The current entrance to the shop is ramped and the existing tiles are broken and are in need of replacement.
“The checkerboard tiles are an integral element of Joules’ store design guidelines and are used in many of our other stores, many of which are listed buildings.They are still commonly used in modern households, providing an easy-to-clean decoration option.
“Joules is a brand which focuses on heritage and the checkerboard tiles have been selected as a key store design principle to reflect this.”
The Henley Society and the town council have supported the application.