Home Grown

What Home Grown does

Home Grown, doing business as Home House, is a London-based private members club and boutique hotel operator founded in 2018 with a headcount of 101–250 employees. The company operates two physical properties in London: Home House, an 18th-century townhouse blending period architecture with contemporary interiors that offers bedrooms, restaurants, bars, lounges, and outdoor spaces; and Home House Studio, a co-working club providing dedicated workspaces, bookable pods, and meeting rooms. The unified membership grants access across both properties, while non-members can book stays and dining experiences directly — creating a land-and-expand funnel that converts guests into members. Co-founders Andy Yates (Ambassador and Founding Member) and Gabriel Isserlis (founding member) lead the business as an independent, privately held company with no disclosed institutional investors or parent entity.

The business model is membership-anchored and multi-stream. Recurring subscription-style membership fees form the core revenue base, supplemented by transaction-based revenue from hotel-style bedroom stays, dining and bar spend, and co-working and meeting room rentals. Pricing is not publicly disclosed; prospective members and guests are directed to the website (homehouse.co.uk) for bespoke quotes. Go-to-market is community-led and direct-to-consumer: the website serves as the primary acquisition funnel, supported by organic social media presence on Instagram, LinkedIn, and Facebook, with no paid advertising channels explicitly referenced in source data.

From a technology standpoint, Home House does not operate a proprietary technology platform. The website is built on a standard Next.js frontend with Sanity as a headless content management system (evident from CDN image URLs), and no AI/ML capabilities, third-party integrations, APIs, or mobile applications are described. The primary intangible assets are the historic London real estate, the registered Home House® trademark, and the curated member community. Operating geographies are limited to a single country (United Kingdom, London), and the company has no disclosed funding rounds, M&A activity, partnerships, or regulatory actions beyond brand trademark registration.

Name

Home Grown

Website

https://homegrownclub.co.uk

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

101–250 employees

Short description

Home Grown, operating as Home House, is a London-based private members club and boutique hotel operator running two properties — Home House and Home House Studio — offering members bedrooms, dining, bars, lounges, outdoor spaces, and co-working under a single membership.

Ownership category

akta.pro rank

Product category

Private Members Club & Hospitality

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Private House Hotels & Small Luxury Inns (THAGADAL)

Keywords

• Private members club
• Boutique hotel hospitality
• Co-working club
• Lifestyle membership
• Members club events

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain

Revenue model

1. Membership Fees: Home House charges membership fees for exclusive access to its private club facilities including bedrooms, restaurants, bars, lounges, outdoor spaces, and co-working areas across both Home House and Home House Studio properties.
2. Stay and Experience Bookings: Members enjoy preferred rates on bedrooms, while non-members can book stays and dining experiences, generating transaction-based revenue from guests. This creates both a conversion pathway and a direct revenue stream.
3. Co-working and Meeting Room Rentals: Home House Studio offers co-working areas, bookable pods, and meeting rooms for members and guests, providing recurring rental revenue from workspace usage.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Home Grown, doing business as Home House, operates two London properties: an 18th-century private members club combined with a boutique hotel (Home House) and a co-working members' club (Home House Studio). The company sells private club memberships, overnight stays and experiences, dining, wellness, events, and co-working and meeting-room rentals to individual members and guests.

Product overview

Home House is a private members club and boutique hotel brand operating across two properties in London: Home House (18th-century grandeur combined with modern style) and Home House Studio (a co-working club for independent thinkers). The unified offering enables members and guests to stay overnight in design-focused bedrooms, dine across restaurants, bars, lounges and outdoor spaces, and access co-working facilities including dedicated workspaces, bookable pods, and meeting rooms.

Differentiator

Problem solved

Functional benefit

Products and services

• Home House (Private Members Club & Boutique Hotel) An 18th-century private members club combined with a boutique hotel on Portman Square, London, offering membership access, overnight stays, dining, wellness, and private events to individual members and hotel guests.
• Home House Studio (Co-working Club)

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves4 records

Expansion highlights4 records

Direct peers

• Soho House: Soho House is the global benchmark for private members clubs with integrated hotel, F&B, and co-working offerings. It operates 40+ houses globally, including several in London, directly competing with Home House for the same professional, creative, and affluent member demographic through a similar recurring-membership-plus-stay model.
• The Ned: The Ned is a London private members club and hotel in the City of London, offering bedrooms, restaurants, bars, and rooftop pool under a single membership. It competes head-to-head with Home House for affluent London professionals seeking club-hotel hybrid experiences.
• Annabel's: Annabel's is a long-established ultra-luxury private members club in Mayfair, London (relaunched 2018 under Birley Group). It targets a similarly affluent professional and celebrity clientele and competes directly with Home House for Mayfair-bound members.
• The Arts Club: The Arts Club is a historic private members club in Mayfair (founded 1863) offering dining, bedrooms, and cultural programming for an exclusive professional and creative membership. Comparable to Home House in positioning, London footprint, and member demographic.
• Home Club: Home Club is a London-based private members club targeting media, creative, and tech professionals with social spaces, events, and workspaces. It overlaps with Home House Studio's co-working-plus-community positioning for similar professional segments.
• The Hospital Club: The Hospital Club was a London private members club in Covent Garden focused on creative industries, combining workspaces, meeting rooms, and social venues. It competed with Home House Studio for creative-professional members seeking integrated work-social environments.
• The Wing: The Wing was a private members club for women professionals with spaces for work, meetings, and social connection, operating in NYC, London, and other cities. Comparable to Home House in combining co-working, social, and curated community in an exclusive membership model.

Broad incumbents

• The Connaught: The Connaught is a luxury hotel in Mayfair operated by Maybourne, offering rooms, fine dining, and bars. While not a membership club, it competes for the same affluent London professional guest seeking curated hospitality experiences.
• Claridge's: Claridge's is an iconic luxury Mayfair hotel under Maybourne, providing rooms, restaurants, and event spaces. It is comparable to Home House for affluent London-based and visiting professionals seeking premium hospitality, though without the recurring-membership layer.
• The Birley Group: The Birley Group operates multiple London private members clubs including Annabel's and Harry's Bar. As a multi-club operator with deeper capital and scale, it competes with Home House across multiple London venues and member segments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/HomeHouseLondon
• LinkedInlinkedin.com/company/home-house
• Instagraminstagram.com/homehouselondon
• Xx.com/home_grown_club

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Home Grown