What Soho Home does

Soho Home is the interior design and homeware brand of Soho House, a global private members' club network headquartered in London. The company translates the distinctive interiors of Soho Houses into a consumer-facing collection of furniture (sofas, armchairs, beds, dining tables, sideboards, media units, vintage), bathroom, lighting, rugs and textiles, mirrors and décor, outdoor furniture, dining and tabletop, home fragrance, and art. Distribution runs through a direct-to-consumer e-commerce platform at sohohome.com serving the UK, Europe, and the United States, complemented by physical Soho Home Studios (including the Westbourne Grove flagship) where customers can experience products and book design consultations.

The company operates without a proprietary technology platform, running a standard e-commerce stack and a custom manufacturing capability supporting made-to-order and bespoke furniture. Revenue is generated through product sales (one-time), the £100/year Soho Friends membership (recurring subscription with 15% off full-price items, free UK delivery on small items, early sale access), professional interior design services, and a Trade Programme serving interior designers with dedicated terms. Customer segments are diversified across high-end residential consumers, existing Soho House members who are automatically enrolled as Soho Friends, and trade professionals, with a curated art collection delivered via partnership with Rise Art extending the home interiors basket beyond furniture.

Soho Home is a wholly-owned subsidiary of Soho House (itself part of The Small Batch Group), and is positioned as a brand extension that monetises the Soho House aesthetic across the consumer home. The offering is supported by an editorial content library (buying guides, room inspiration, Soho Home Book publications) and a multi-channel marketing footprint across email, Instagram, Facebook, and Pinterest, with earned media coverage in titles such as VERANDA and Architectural Digest.

Name

Soho Home

Website

https://sohohome.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Soho Home is the homeware and interior design brand of Soho House, selling premium furniture, lighting, textiles, bathroom, outdoor, dining, fragrance, and art to design-conscious consumers, Soho House members, and trade professionals via e-commerce and physical studios in the UK, Europe, and the US.

Ownership category

akta.pro rank

Product category

Premium Home Furnishings & Interior Design

NAICS

Furniture and Home Furnishings Retailers (4491), Nonupholstered Wood Household Furniture Manufacturing (337122)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700), Household Furniture (2510)

akta.pro primary industry

Home Office Furniture Rental (Desks, Chairs, WFH Bundles) (CRAIAOAL)

Keywords

• Premium home furnishings
• Interior design services
• Luxury homeware
• Bespoke furniture retail
• Home decor brand

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Revenue generated from direct sales of furniture, lighting, textiles, bathroom products, outdoor furniture, dining/tabletop items, home fragrance, art, and decorative accessories through the e-commerce platform and physical studios. Products include bespoke furniture pieces, rugs, lighting, and interior design elements inspired by Soho House interiors.
2. Soho Friends Membership: Annual membership program at £100 per year providing 15% off full-price products, 20% off sale prices, free UK delivery on small items, previews of new collections, early access to sales, and reduced rates on Soho House bedrooms and restaurants.
3. Interior Design Services: Professional interior design consultation services available through Soho Home Design team, including dedicated design consultations and furniture measuring services.
4. Trade Programme: Soho Home Trade programme for interior designers and trade professionals providing access to trade pricing and terms.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Soho Home is the homeware and interior design brand of the Soho House private members' club, selling premium furniture, lighting, rugs and textiles, bathroom, outdoor, dining and tabletop, home fragrance, art, and decorative accessories through its e-commerce site and physical Studios. The offering is complemented by professional Interior Design consultations, a Trade Programme for designers, and the paid Soho Friends membership (£100/year) that provides discounts, early sale access, and free UK delivery.

Product overview

Soho Home is an interior design and homeware brand and e-commerce platform that is part of the private members' club Soho House. The collection was born out of a desire from members to recreate the comfortable and characterful interiors of Soho Houses within their own homes. The product portfolio comprises multiple integrated collections: Furniture (sofas, armchairs, beds, dining tables and chairs, coffee tables, storage), Bathroom (vanities, mirrors, lighting, accessories), Lighting (table lamps, ceiling lights, floor lamps, wall lights, portable lamps), Rugs & Textiles (rugs, cushions, throws, curtains, bedding), Mirrors & Decor (mirrors, decorative accessories, vases, books), Outdoor (seating, tables, sunloungers, parasols), Dining & Tabletop (dinnerware, glassware, barware, serveware, cutlery), Fragrance (candles, diffusers), Art (original artwork, printed editions including Soho Home x Rise Art collaboration), and Gifting (signature gifts, wedding gifts, gift cards). The offering is complemented by paid services including an Interior Design Service, Trade Programme, and Soho Friends membership (£100/year providing 15% off, free delivery, early access to sales), as well as free resources like Buying Guides and Swatches Service.

Differentiator

Problem solved

Functional benefit

Brands

• Soho Friends: Annual membership programme offering 15% off full-price products, free UK delivery on small items, reduced delivery costs for large items, previews of new collections, early access to seasonal sales, and 20% off sale prices. The annual fee is £100.

Products and services

• Soho Home Furniture Collection

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Rise ArtminorStrategic or Co-development PartnerSoho Home x Rise Art collaboration offering an art collection partnership. This partnership provides customers access to curated artwork through the Rise Art platform, complementing Soho Home's interior design offerings.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• RH (Restoration Hardware): Premium design-led home furnishings retailer offering furniture, lighting, textiles, and outdoor across ecommerce and large galleries. RH is the closest large-scale analogue to Soho Home's brand-positioned, made-to-order, multi-category premium model.
• West Elm: Design-forward furniture and home furnishings retailer with broad multi-category assortment (furniture, textiles, lighting, decor). Competes for the same design-conscious premium-leaning consumer, with deeper scale in the US market.
• Anthropologie Home: Lifestyle home furnishings brand offering furniture, textiles, lighting, and decor with a curated, distinctive aesthetic. Directly comparable in merging hospitality-inspired design language with a broad consumer home assortment.
• CB2: Modern, design-led sister brand to Crate & Barrel, offering furniture and home accessories with a more contemporary, hospitality-inspired point of view. Competes for a similar premium-design consumer seeking curated aesthetics.
• Arteriors: Design-led wholesale and DTC home brand spanning lighting, furniture, and accessories with strong trade-designer penetration. Comparable in offering design-forward multi-category home goods with a meaningful trade/specifier channel alongside consumer sales.
• Jonathan Adler: Designer-driven home brand selling furniture, lighting, decorative accessories, and tabletop with a strong hospitality/lifestyle aesthetic. Comparable in marrying a named-designer identity with a broad multi-category home assortment.
• Serena & Lily: Premium lifestyle home brand offering furniture, textiles, and decor with a coastal-inspired design aesthetic and made-to-order capability. Closely comparable in curated design DNA, premium price points, and DTC-plus-showroom model.
• Crate & Barrel: Premium home furnishings retailer with full assortment across furniture, dining/tabletop, lighting, and decor. Comparable multi-category DTC plus physical store retail model targeting design-conscious consumers.

Emerging players

• Article: DTC modern furniture brand offering mid-premium sofas, dining, and case goods direct to consumers. Comparable as a digitally-native multi-category furniture retailer competing for the same online premium home customer.
• Maiden Home: Digitally-native premium furniture brand offering made-to-order sofas, sectionals, and case goods at premium price points. Comparable in DTC-first model, made-to-order customisation, and premium positioning targeting design-led consumers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/SohoHome
• Instagraminstagram.com/sohohome
• Pinterestpinterest.co.uk/sohohouse
• LinkedInlinkedin.com/company/soho.home.studio-melrose

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 Soho Home