Luxury members-only club Soho House has announced its plans to expand its presence in India, adding two new "houses" and introducing a new membership format. With its successful venture in Mumbai, Soho House aims to tap into India's vibrant creative scene and provide exclusive experiences in multiple cities. This move is set to reshape the luxury club landscape in the country.

Expanding the Soho House Family:

Soho House, which originated in London in 1995, has gained a reputation as an exclusive hub for creative individuals. The current membership structure offers access to one house in Mumbai for ₹1.6 lakh per annum or all-house access for ₹3.1 lakh. Now, the club plans to open two new physical locations in New Delhi and South Mumbai. These locations have been strategically chosen to cater to the fashion, art, design, and culinary communities. With these additions, Soho House aims to further establish itself as a premier destination for the Indian creative community.

Introducing "Cities Without Houses":

Alongside the expansion of physical locations, Soho House will introduce its new membership format called "Cities Without Houses" in India. This format allows members to connect and engage with like-minded creatives in different cities without a physical house. Soho House plans to launch this membership in six new cities including New Delhi, Jaipur, Goa, Bengaluru, Hyderabad, and Kolkata. By offering special events and experiences in these cities, Soho House aims to create a network of creative individuals across India and globally.

Investment and Partnership Model:

Soho House follows an asset-light model and partners with local entities in each city, similar to hotel management companies. The company has not disclosed the exact investment amount for building its India portfolio. This approach allows Soho House to leverage local expertise while maintaining its brand identity and exclusive offerings. The club's unique combination of global standards and local collaborations is expected to create a distinctive experience for its members in India.

Competition and Market Potential:

In India, the market for exclusive clubs catering to sophisticated business networking is relatively small. While there are established names like The Indus Club and newer entrants like The Quorum Club, Soho House brings a fresh perspective with its global reputation. With its focus on the creative community and innovative membership formats, Soho House has the potential to attract a niche clientele and redefine the luxury club landscape in India. The club's global membership count stands at 1.9 lakh, growing at a CAGR of 19.7%, which reflects its popularity and appeal.

Enriching the Member Experience:

Soho House Mumbai, opened five years ago, has already established itself as a cultural hub. The house offers a range of amenities, including a rooftop pool, gym, screening room, and restaurants. With the expansion into New Delhi and South Mumbai, members can look forward to similar world-class facilities and experiences. Soho House's commitment to creating a vibrant and inclusive community for creative individuals sets it apart from traditional clubs.