Soho House to Soho Home

Soho House expands its global membership concept to Soho Home, a brick-and-mortar shop and interiors design studio.

Soho House launches Soho Home as a brick-and-mortar concept intended to resemble a shoppable version of its global clubhouse locations.

Stationed in New York's Meatpacking District, Soho Home curates a retail experience that opens the Soho House membership model to interior design enthusiasts. Combined with the production of more than 800 original pieces and interior consultation services, Soho Home showcases a residential layout to accentuate exclusive décor, local produce, and floral arrangements.

The opportunity to scale a merchandise mix with consultation services satisfies consumers' pandemic lifestyles. As consumer interest in home furnishings and interiors continually expands, Soho House saw an opportunity to bring its distinct style to more consumers, particularly non-members. Soho Home therefore offers a physical space for non-members to experience the clubhouse look and feel.

Moreover, long-time club members already collaborate with Soho design teams for their personal residences. Now, consumers can associate rare Danish and mid-century modern pieces with Soho House's signature brand aesthetic.

By the facts.

Source: Mintel Online Shopping for Home Report, USA, 2021

* PWC, Consumer Insights Pulse Survey, November 2021