Soho House, the iconic private members’ club synonymous with celebrity glamour and creative culture, has been sold in a blockbuster $2.7 billion (£2bn) deal.
The buyout marks a major turning point for the brand, which will leave Wall Street behind and return to private ownership—this time with Hollywood star Ashton Kutcher taking a seat on its board. According to BBC News, the offer values shares at $9 each, an 18% premium on the previous close, though still below the $14.21 peak reached in 2021. For a brand that has long walked the line between exclusivity and accessibility, the move back to private ownership is a chance to regain its mystique while building a more resilient business.
A $2.7 Billion Exit from Wall Street
The consortium leading the takeover is spearheaded by MCR Hotels, the third-largest hotel owner in the United States, backed by Apollo. The deal structure and strategic rationale have been widely reported, including an analysis that the transaction offers a calmer, long-term runway to refine the model and member experience, per Reuters.
The public-market chapter, which began with a 2021 NYSE listing, was marred by concern over profitability and whether rapid global expansion diluted the brand. That tension is explored in depth by the Financial Times, which notes that returning private should free management from quarterly reporting pressures and allow investment in curation, service quality, and property upgrades across key Houses.
Ashton Kutcher’s New Role
One of the most eye-catching details is the appointment of actor-turned-investor Ashton Kutcher to the board. Kutcher, known for early bets on consumer and technology brands, adds both profile and product thinking at a time when hospitality is converging with lifestyle and community platforms.
His involvement has sparked fresh intrigue and optimism among observers, as covered by India Times, which frames his board seat as a potential catalyst for innovation spanning digital membership, events, and partnerships that deepen member value.
The iconic Soho House rooftop pool offers members a luxurious escape with stunning city vistas
A Global Club with Celebrity Pull
Founded in 1995 by Nick Jones above Café Boheme on Greek Street, Soho House has grown into a network of 46 Houses across Europe, North America, and Asia. Venues such as Shoreditch House, Soho Farmhouse, Soho House Bangkok, and Miami Poolhouse helped cement its reputation as a discreet, design-led refuge for the creative community.
Celebrity affinity has always followed the brand, with membership lists historically including fashion, film, music, and art figures. Members are said to include global names such as Kate Moss, Kendall Jenner, Ellie Goulding, and even the Duke and Duchess of Sussex, whose first date reportedly took place at a London Soho House.
As The Guardian notes, growth brought impressive reach and revenues, but also questions over whether the original “for creatives” ethos blurred into a broader “creative-minded” positioning that risked diluting exclusivity.
The Promise of Private Ownership
Leadership now has the breathing room to focus on long-term brand equity: member curation, on-property service standards, and a pipeline of new Houses that feel distinct rather than cookie-cutter.
The path forward—balancing growth with scarcity—isn’t simple, yet the combination of experienced hotel operators, institutional capital, and a refreshed board improves the odds. Management believes the move reflects strong confidence from both existing and incoming shareholders, this underscores the operational task ahead: protect the brand’s aura, keep Houses full of the right members, and convert that demand into consistent profitability.
People Also Ask (FAQs)
Is Soho House still exclusive?
While expansion raised questions about dilution, the return to private ownership is designed to recalibrate toward curated growth and tighter community standards.
How much does it cost to join?
Fees vary by city and access level and can run into several thousand pounds annually, with joining fees and under-27 tiers in some markets.
Why did Soho House struggle on the stock market?
The model requires heavy upfront capex and a longer payback cycle, which clashed with quarterly reporting and investor focus.
What will Ashton Kutcher actually do?
He joins the board to contribute investment and product perspective at the intersection of lifestyle and technology.
A New Chapter for an Influential Brand
For all its recent challenges, Soho House remains a globally recognized leader in design-driven hospitality and community. With MCR’s operational discipline, Apollo’s backing, and a refreshed board that includes Ashton Kutcher, the business has an opportunity to recapture its aura of exclusivity while scaling with intention. If leadership delivers on that balance, Soho House could turn this buyout into the start of a confident, carefully curated revival.
