What The Cluster does

The Cluster is a premium serviced office and coworking operator based in Melbourne's CBD, operating from Levels 17 and 20 at 31 Queen Street. Founded in 2010 as one of Australia's first premium workspace operators, the company offers a portfolio spanning five membership tiers (Private Office for teams of 2–16, Dedicated Desk at $650/month, Part Time Hot Desk at $400/month, Day Pass at $50, and Virtual Office membership at $85/month), eight named meeting rooms bookable hourly between $50 and $120, and four event spaces (The Lounge, The Lounge & Abell, Warehouse 21, and the Glasshouse) priced from $1,000 to $1,950 per 3-hour block. Ancillary amenities include end-of-trip facilities, an in-house barista, mail handling, printing, and a registered CBD business address.

Revenue is generated through two primary mechanics: subscription-based recurring memberships for workspace access and usage-based transactions for meeting room and event space hire. The customer base spans SMEs requiring flexible CBD office solutions, remote workers and freelancers on day-pass or hot-desk plans, and corporate event organizers booking the venue hire portfolio. Catering is delivered via a partnership with Flo. Distribution is direct-to-consumer via the company website, supported by SEO, Facebook/Instagram advertising, and member referrals; booking flows are largely self-serve for lower tiers and inquiry-based for private offices and event hire. Since 2021, The Cluster has operated as part of The Flexi Group, extending member access to a network of locations across 12 cities and 9 countries in Asia Pacific and Australia. The legal entity is White Moon Holdings Pty Ltd (ABN 54142852855), a private Victorian company with 1–10 employees and no public listing or disclosed external funding.

Name

The Cluster

Legal name

White Moon Holdings Pty Ltd

Website

https://thecluster.com.au

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

The Cluster is a Melbourne CBD premium serviced office and coworking operator offering private offices, desks, meeting rooms, and event spaces to SMEs, freelancers, and corporate event clients, and operating as part of The Flexi Group flexible workspace network since 2021.

Ownership category

akta.pro rank

Product category

Coworking and Serviced Offices

NAICS

Business Service Centers (56143)

akta.pro primary industry

Hybrid Work Enablement & Desk/Room Booking Operations (BPABAFAH)

akta.pro secondary industry

Workplace Technology & Smart Office Support (Room Booking Systems, IT/AV Liaison) (IMAIALAK)

Keywords

• Serviced offices
• Coworking spaces
• Virtual office services
• Meeting room rentals
• Event space hire

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Private Office Memberships: Monthly recurring membership fees for lockable private offices ranging from 2-16 people with 24/7 access, meeting room credits, and full amenities.
2. Dedicated Desk Memberships: Monthly recurring fees for dedicated desks with lockable storage, priced at $650 per desk with team packages available.
3. Hot Desk Memberships: Flexible part-time desk memberships at $400 per desk for 8:30AM-5:30PM access during business hours.
4. Day Passes: One-time access passes at $50 for hot desk and common area access during operating hours (8:30AM-5:30PM).
5. Virtual Office Memberships: Monthly subscriptions providing CBD business address, basic mail handling, and member rates on day passes and meeting rooms at $85.
6. Meeting Room Hire: Hourly rental of equipped meeting rooms ranging from $50-$120/hour depending on room size and configuration. Rooms accommodate 4-16 people.
7. Event Space Hire: Rental of event spaces including The Lounge, Warehouse 21, and Glasshouse for corporate events, product launches, and functions. Pricing from $1,000-$1,950 for 3-hour blocks plus additional hourly rates.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

The Cluster operates a premium serviced office and flexible workspace business in Melbourne CBD across Level 17 and Level 20 of 31 Queen Street. It sells five membership tiers (Private Office, Dedicated Desk, Part Time Hot Desk, Day Pass, Virtual Membership) alongside hourly meeting room hire and event space rental with optional catering through a partner.

Product overview

The Cluster is a premium serviced office and flexible workspace operator offering a portfolio of workspace and event products centered around its Melbourne CBD locations (Levels 17 and 20, 31 Queen Street). The core offering spans five membership tiers — Private Office, Dedicated Desk, Part Time Hot Desk, Day Pass, and Virtual Membership — providing scalable workspace solutions from individual hot-desking to private lockable offices for teams of 2–16 people. These are supplemented by a suite of eight named meeting rooms (The Abell Boardroom, The Boardroom, The River Room, The Metro, The Cube, The Queensbridge, The Den, and The Gallery Room) bookable hourly, and four distinct event spaces (The Lounge, The Lounge & Abell, Warehouse 21, and the Glasshouse) with catering available via a partnership with Flo. Since 2021, The Cluster has been part of The Flexi Group, extending member access to a global network across 12 cities and 9 countries. The Cluster also provides ancillary services including end-of-trip facilities, mail handling, registered business addresses, printing, and an in-house barista.

Differentiator

Problem solved

Functional benefit

Products and services

• Private Office Membership Fully serviced lockable private office accommodating 2-16 people, with 24/7 access, 2 hours of meeting room credits per desk, unlimited non-serviced meeting room access, end-of-trip facilities, mail delivery to desk, and printing credits. Pricing on enquiry, billed monthly.
• Dedicated Desk Membership Personal lockable desk in a shared office environment with dedicated storage. Team desk packages available for 2-8 people. Priced at $650 per desk per month, billed monthly.
• Part Time Hot Desk Membership Flexible shared desk access during business hours (8:30AM-5:30PM) with mail hold at reception and CBD business address. $400 per desk per month, minimum 3 months commitment for a 20% promotional discount.
• Day Pass Single-day access to hot desks and common areas during operating hours (8:30AM-5:30PM). $50 per day, no mail handling included.
• Virtual Membership Remote membership offering a CBD business address, basic mail handling, and member-rate pricing on day passes and meeting rooms. Priced at $85 per month.
• The Abell Boardroom Premium boardroom on Level 20 with panoramic Melbourne views, seating up to 12 people, fully equipped for board meetings. Bookable at $120/hour.
• The Boardroom Boardroom on Level 17 seating 16 people with panoramic views out to Port Phillip Bay, fully equipped with modern amenities. Pricing on enquiry.
• The River Room Meeting room on Level 17 seating 8 people with views across the Yarra River and CBD, fully equipped. Available from $80/hour.
• The Metro Boutique serviced meeting space on Level 20 seating up to 6 people with views of Melbourne. Available from $70/hour.
• The Cube Meeting room on Level 17 seating 8 people, featuring a luxurious oak table and large multimedia screen. Available from $60/hour.
• The Queensbridge Meeting room adjacent to the business lounge on Level 17, seating up to 6 people with river and CBD views. Available from $50/hour.
• The Den Intimate meeting space on Level 20 with hanging plants and cosy chairs, seating up to 4 people. Pricing on enquiry.
• The Gallery Room Compact meeting room on Level 20 designed for an intimate 4-person setting. Pricing on enquiry.
• The Lounge Event Space Premium event space on Level 20 with panoramic city and Yarra River views, suitable for workshops and business functions. Capacity up to 80 (cocktail) or 50 (theatre). Priced at $1,650 + GST for 3 hours, with extra hours at $300/hour.
• The Lounge & Abell Event Space Largest combined event space at The Cluster, accommodating up to 100 guests (cocktail). Includes a private bar/barista station and panoramic views. Priced at $1,950 + GST for 3 hours, extra hours at $375/hour.
• Warehouse 21 Event Space Penthouse event space with abundant natural light, lush greenery, stylish furnishings, total privacy, a built-in kitchen, and panoramic views. Capacity up to 40 (cocktail). Priced at $1,000 + GST for 3 hours, extra hours at $250/hour.
• Glasshouse Event Space Bright event space overlooking the Yarra River, city, and bay with fresh colours, vibrant greenery, and boutique furnishings. Capacity up to 60 (cocktail). Available from 5:30pm onwards.
• Catering Service by Flo Bespoke catering menus provided through a partnership with Flo, covering corporate events from grazing tables and fresh salads to canapés and full-day packages. Flo works directly with event organisers to customize menus.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered flagship and minor.

• The Flexi GroupflagshipStrategic or Co-development Partner · 1 January 2021In 2021, The Cluster joined The Flexi Group - one of the largest operators of flexible workspaces in Asia and Australia. This partnership provides members access to office locations across 12 cities and 9 countries in the Asia Pacific region, creating a global community network for members to connect and collaborate across industries.
• Flo (Catering Partner)minorStrategic or Co-development PartnerThe Cluster has partnered with Flo, a catering team, to offer bespoke menus for corporate events including grazing tables, fresh salads, canapés, and full-day packages. Flo works directly with event organizers to customize menus for events, tastes, and dietary requirements.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Emerging players

• Convene: Premium meeting, conference, and event venue operator with hospitality-led service. Partial overlap with The Cluster's event space and meeting room monetization, particularly around corporate events, though Convene's primary focus is on larger managed venues and hybrid events.

Direct peers

• The Office Group (TOG): UK-headquartered premium coworking and serviced office provider with design-led spaces and meeting/event venues. Comparable premium positioning, tiered membership structure, and event space monetization, though primarily UK-focused.
• Industrious: Premium flexible workspace operator focused on enterprise-grade offices, suites, and meeting rooms, including a hospitality-led service model. Comparable to The Cluster on premium positioning, hospitality heritage, and amenity-rich offerings.
• Servcorp: ASX-listed Australian-headquartered provider of premium serviced offices, virtual offices, and meeting rooms in CBD towers globally. Closest publicly traded comparable to The Cluster given shared premium CBD positioning, virtual office offering, and meeting room monetization model.
• Hub Australia: Australian-headquartered premium coworking and serviced office operator with multiple locations across Sydney, Melbourne, Brisbane, Adelaide, and Perth. Competes head-to-head with The Cluster for SMB and enterprise tenants in Australian CBD markets including Melbourne.
• WeWork: Global coworking and flexible office operator with shared private offices, dedicated desks, and meeting rooms targeting professionals and SMEs. Directly comparable product mix and customer base to The Cluster, though at vastly larger scale across multiple continents.
• WOTSO WorkSpace: ASX-listed Australian flexible workspace operator with a multi-location network across Australian regional cities and suburbs. Direct competitor for SME memberships, virtual offices, and meeting rooms, with comparable tiered pricing and recurring revenue model.
• Victory Offices: Australian premium serviced office and virtual office operator focused on CBD locations. Competes with The Cluster for SMB tenants, virtual office customers, and meeting room hire in Melbourne and other Australian CBDs.

Broad incumbents

• IWG (Regus / Spaces): World's largest flexible workspace operator with thousands of locations across dozens of countries under brands including Regus, Spaces, HQ, and Signature. The Cluster effectively competes against IWG-branded locations in Melbourne CBD, though IWG operates a far broader portfolio rather than a premium-only focus.
• Spaces (IWG brand): Design-led premium coworking brand within IWG's portfolio, directly comparable to The Cluster on aesthetic positioning, tiered memberships, and CBD target market. Operates globally as part of the parent IWG network rather than as a standalone operator.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/_TheCluster
• Facebookfacebook.com/theclustermelbourne
• LinkedInlinkedin.com/company/the-cluster

Revenue estimate

Valuation estimate

Number of profiles

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 The Cluster