A Global Pandemic Could Be the Best Thing That Ever Happened to Soho House

But perhaps Jones’ most difficult challenge will be maintaining that scrupulously selective admittance policy when institutional and retail investors — many of whom would presumably never qualify for a Soho House membership of their own — begin clamoring for price gains... It’s pretty easy for the director of membership to tell Nick, ‘There’s nobod... See more

Ill-timed though it may have been, the rollout of Soho Works also positions the company well for the post-Covid era, in which remote work is expected to remain the norm, companies are shrinking their footprints, and nobody wants to spend any more time at home than is strictly necessary. Though they’re hardly the only game in town, the plummeting ca... See more

But perhaps what has Soho House best poised for post-pandemic growth is all the pent-up yearning to socialize, fraternize and consort — albeit safely, among “like-minded” fellow creatives, walled off from the great unvaxed.

The subscription model Soho House has been perfecting for a quarter of a century has suddenly become one of the hottest trends on Wall Street, due to the success of companies from Netflix to Dollar Shave Club.