29 Aug 2023
Soho House to expand with new properties in UK, North America and Latin America
BY Megan Whitby
Soho House is set to unveil seven new locations across the UK, North America and Latin America during 2023 and 2024.
Founded by entrepreneur Nick Jones, the international private members club’s first destination opened in London’s Soho neighbourhood in 1995. It is now worth over US$2.8bn (£2.2bn, €2.6bn), according to Bloomberg.
Soho House has grown into a successful global brand with 41 Houses in 17 countries, with locations ranging from Bangkok and Copenhagen to LA and Mumbai.
It forms a large part of the Soho House & Co group (SHCO) which operates clubs, hotels and venues around the world.
SHCO's membership waitlist now sits at an all-time high of approximately 95,000 and it also announced an EBITDA of US$31.8m (£25.3m, €29.4m) earlier this month – marking a US$16.4m (£13m, €15.1m) jump since Q2 2022.
Soho House's development pipeline for the coming year includes:
• Soho House Mexico City, Mexico (September 2023).
• Soho House Portland, Oregon, US (November 2023).
• Soho House São Paolo, Brazil (December 2023).
• Miami Pool House, Florida, US (2023).
• Soho House Manchester, UK (Q2 2024).
• Soho House Glasgow, Scotland (2024).
• Soho House Charleston, South Carolina, US (2024).
Spa and wellness at Soho House
Wellness was established as a key part of Soho House’s DNA just three years after it launched. In 1998, the brand launched its signature Cowshed Spa concept at its second outpost and first countryside location – Babington House – in Somerset.
The company describes Cowshed Spa as a concept inspired by the English countryside and centred on the therapeutic nature of botanical essential oils. Available to purchase at Soho House locations and global beauty retailers, its products are all made in England from a variety of organic ingredients and wildcrafted plant extracts.
In 2023, 14 Soho House locations feature spa and health clubs partnered with Cowshed Spa. Of the seven locations in the development pipeline, the São Paolo outpost is the only one confirmed so far to include a spa.
Soho House members receive exclusive discounts on treatments and products at its spas (some of which are open to non-members).
Soho Skin
In late 2022, Soho House delved deeper into the luxury wellbeing market by launching a ten-piece skincare collection called Soho Skin.
The line includes a face cream, serum, cleanser, treatment cream and liquid exfoliator, as well as an eye cream, detox mask, overnight cream, lip balm and shaving gel.
The range launched with four exclusive Soho Skin facials which are available at Soho House spas in Shoreditch, Oxfordshire, Somerset, Barcelona, Berlin, Amsterdam and Rome.
The treatments will also be rolled out at Soho House spa locations in Istanbul, Miami, Chicago and New York.
Membership requirements and perks
A classic Soho House membership provides members access to all 40 of the brand’s clubs and studios spread throughout the world.
• The membership also lets members:
• Access the Houses’ gyms and spas.
• Bring in up to three guests at a time.
• Book members-only bedrooms.
• Attend regular events.
• Use member rates at its restaurants and retail brands.
• Connect with other members through the Soho House app.
A membership accessing all locations starts at £2,750 a year (US$3,458, €3,206), plus a one-off £229 (US$288, €267) fee which can be used as credit for food, drinks and rooms across the portfolio.
Soho House also runs discounted memberships for those under 27 years old and offers a Local Membership option which provides access to one House location.
More about SHCO
SHCO's global collection consists of 41 Soho Houses, nine Soho Works, Scorpios Beach Club in Mykonos, Soho Home (its interiors and lifestyle retail brand) and its digital channels.
The Ned in London, New York and Doha, The LINE and Saguaro hotels in North America also form part of SHCO's wider portfolio.
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