Soho House completed its $2.7 billion merger to return to private ownership, with actor and venture investor Ashton Kutcher joining the board, signaling a strategic pivot toward member wellness and experiential programming over hedonism-era positioning.
ReadingPrivately held hospitality memberships will now compete directly with family office residences and branded hotels. The category is consolidating around wellness and capital access, not social media optics.
WatchSoho House's first branded residential tower announcement, likely in a major city (London, New York, Los Angeles), within 12 months.