A WORD FROM THE CEO
A challenging year but certainly one to celebrate with the successful opening of Home Grown, a symbolic milestone in the growth of Home House Collection as a brand.
Since its launch in April 2019 and the end of a two-year extensive fit out, Home Grown, which blends the values of a luxury members’ club together with a strong business aesthetic, has proved operationally strong with solid bedroom sales performance, receiving positive reviews particularly driven by its entrepreneurial atmosphere rooted in its concept. Since opening our doors to our founding membership, we continue to grow in size, fostering a community specifically for entrepreneurs, investors and business leaders from all sectors encouraging them to network, entertain and scale their businesses.
Well supported by our partners and affiliates, members have been privy to an enriched calendar of events, incorporating our ‘How to..’ series, dinners often hosted by BBC MasterChef’s Gregg Wallace and our Rockstar presentations where Levi Roots, Home House’s original investor and Dragon, Richard Farleigh, Seedlip’s Ben Branson, and Charles Tyrwhitt’s founder Nick Wheeler to name but a few, have shared their entrepreneurial stories. Within Home House, despite challenging economic market conditions with Brexit’s ongoing effects, political uncertainly and increased competition, the Drawing Rooms, ever the hub of the House playing host to our live Jazz evenings and quintessentially British afternoon teas, continues to show growth along with private functions, outperforming our main competitor set.
We move forward to 2020 with a full refurbishment of House 21, a space renowned by its iconic Zaha Hadid bar and late-night party atmosphere, transforming it to an area with increased versatility and day-round appeal. Interiors by Russell Sage Studio, designers well acquainted to our brand, and a vibe dining concept, introducing eccentric British cuisine and a social sharing experience, the refurb is set to enrich the convivial atmosphere, already embedded within the House.
/Andrew Richardson, CEO
IMPORTANT EVENTS IN 2019
January completion of the full refurbishment of the main kitchen, modernising operations.
Launch of Home Grown, the second in our collection. A pivotal movement in our growth as a brand and overall rebranding under the Home House Collection.
A key priority being the refinement of our food & beverage offering as we move into 2020; we welcomed Giuseppe de Wilde, Operations Director, with over 20 years’ experience in exclusive, luxury and volume operations.
Preparation and sign off of the highly anticipated House 21 refurbishment to commence January 2020.
Increased operational hours of the garden – good ongoing neighbourly relations assisted us in obtaining a variation to our licensed hours allowing an additional hour of alfresco dining.
Home House Collection gives us exposure to the vibrant London consumer market and the upper end/luxury category of spend seems to know few limits which makes it an interesting segment for investment and further exploration. The majority of revenue at its London clubs of Home House and Home Grown is derived from the sale of food and beverage which has proved resilient during periods of economic uncertainty and low market confidence.
Underpinning the business is an exposure to the long leasehold property market in London which continues to show strength due to international demand. We have a strong platform in place to continue to explore a broadening of our exposure in this sector and to gain benefit from economies of scale.