Despite its skyrocketing popularity, Soho House is taking measures to preserve the quality of its services by being selective with new memberships. This approach stems from the concerns about overcrowding and a perceived dilution of exclusivity, a result of the brand's rapid expansion.
In recent years, Soho House has seen a significant surge in membership, up by over 70% since its 2021 IPO, expanding from 29 to 45 clubs globally since 2019 [1][2]. While this growth has brought new opportunities, it's also led to issues like overcrowding at certain locations. Take, for instance, the Dumbo House rooftop pool in Brooklyn, New York, which was once an intimate spot but has become increasingly bustling [2].
The growing membership base and club count have also affected the brand's once-intimate, creative community feel, leading to expressions of frustration from long-time members. They've voiced concerns about the loss of exclusivity and the potential for a decline in service quality [2].
Recognizing these concerns, Soho House is focusing on improving its existing services and ensuring its premises aren't overcrowded. This strategic shift means adopting a selective approach to new memberships, only accepting new members where they can maintain the high-quality service members have come to expect.
Sources:
[1] Roberts, J. (2023, December 8). Soho House limits new memberships in some cities. CNN. [2] Usborne, S. (2023, December 8). How Soho House became the chic home of the creative classes. The Guardian.
