Sohohome

Sohohome sells furniture, lighting, textiles, tableware, candles, and art inspired by the interiors of the members-only Soho House clubs. Prices sit in the premium tier: sofas £2-6 k, beds £1.5-4 k, side tables £300-800, and accessories from £15. The range is sold through its e-commerce site, a growing chain of UK/US stores, and in-house pop-ups inside Soho House locations. The brand translates the lived-in, eclectic aesthetic of Soho House—velvet club chairs, reclaimed-wood dining tables, brass library lights—into products customers can take home. Many pieces are direct replicas of items found in the clubs, giving buyers access to a previously private design archive. Limited-edition drops and collaborations with Soho House’s own design team keep the assortment feeling exclusive. Core customers are design-savvy professionals aged 25-45 who frequent boutique hotels and value “lived-in luxury.” They buy Sohohome to recreate the relaxed, creative atmosphere of the clubs without the membership, prioritizing comfort, heritage detailing, and Instagram-ready styling over formal perfection. Sohohome competes with upscale lifestyle retailers that merge hospitality and retail, but differentiates by offering products literally used in Soho House properties, backed by an insider narrative. Its direct link to a global private-members network supplies constant real-world product testing and a ready-made community, turning hotel familiarity into a tangible retail advantage.