Soho Home expands to West Hollywood and Notting Hill – WWD

Soho Home, Soho House’s luxury interior design and furnishing business that allows customers to replicate the look and feel of private clubs, is growing.

Adding to locations in New York’s Meatpacking District and London’s Kings Road, Soho Home will open this summer on Westbourne Grove in Notting Hill and Melrose Avenue in Los Angeles, the first West Coast outpost.

Soho.Home.Studio Westbourne Grove will be a 7,779 square foot space next to Electric House where members and non-members can book a consultation with the design team, purchase furniture and home accessories, as well as artwork from MAH Gallery.

Soho.Home.Studio Melrose Avenue will be a two-story, 9,308 square foot space in West Hollywood’s Design District near the new Holloway House on Holloway Drive.

Soho Home also has its own e-commerce site, selling everything from its contemporary $3,495 Loretta oak four-poster bed, to its $420 silk pajamas, the $5,195 Juliana chandelier from DUMBO, to the Barwell crystal glassware which launched the retail channel in 2016. .

The Soho Home business is part of Membership Collective Group’s global portfolio of 33 Soho Houses, 9 Soho Works, The Ned in London, Scorpios Beach Club in Mykonos, The Line and Saguaro in North America.

Like many shelter brands, Soho Home has seen growth during the pandemic, with sales up 150% in the first quarter of 2022 compared to the same period last year, according to MCG.

“Our Soho.Home.Studios are inspired by what our members love, being able to bring the look of Soho House home,” MCG President Andrew Carnie said in a statement. “We were delighted to see the positive response from the sites we opened in London and New York last year. These two new sites reflect our confidence in the strength of our ambitious home and interiors business. »


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