Revelation: The Ned is planning to debut a countryside members' club as part of their ambitious growth strategy, reminiscent of the Soho House model.
The Ned, the luxury hospitality and members' club brand founded by Nick Jones, is gearing up for an ambitious expansion plan. The brand is owned by US billionaire Ron Burkle and is being led by Gareth Banner, the Group Managing Director of The Ned, who believes that the brand is only just getting started [1].
The first step in this expansion is the opening of a new property in mainland Europe, with three other potential international locations also being seriously considered [2]. Among these, Los Angeles (LA) and Dubai are favored destinations, both notable international wealth hubs. This expansion plan also includes the development of a new rural estate in the UK, located within 100 miles of London, which is expected to open by 2028 or 2029 [3].
The new property will diverge from the urban blueprint of the existing clubs and will be a newly created concept, comprising of more than just a hotel and a club. This rural estate will offer a unique experience, providing a refreshing change from the urban clubs [1].
The expansion comes at a time when private members' clubs are becoming increasingly popular, especially among younger Millennials and Gen Z. Cities like Paris, Los Angeles, and Ibiza are becoming hotspots for new private members' clubs, with The Ned NoMad opening in Manhattan in 2022, followed by The Ned Doha [4].
The demand for such exclusive spaces is on the rise, and Banner is bullish about The Ned's expansion, stating that they are opportunistic and aggressive [5]. This aggressive approach is also evident in the opening of a club-only outpost in Washington DC in February 2023, as well as new clubs in London such as Lighthouse Social in Fulham, The Arding Rooms in Clapham, and NEXUS Club in South Kensington [6].
Comparisons may be drawn with Soho Farmhouse, a Cotswolds-based spin-off of The Ned's sister company Soho House. However, The Ned's expansion plans are not limited to replicating urban clubs and are aiming to diversify concepts beyond city centers [3].
In the UK, London's Groucho Club is set to open a new venue in a Grade II listed Yorkshire estate, which further underscores the growing trend of private members' clubs moving beyond city centers.
References: [1] https://www.theguardian.com/travel/2023/mar/01/the-ned-expansion-plans-gareth-banner-interview [2] https://www.ft.com/content/40a07400-7f5c-424d-8d8d-f12a8787832c [3] https://www.thetimes.co.uk/article/the-ned-to-open-rural-estate-in-uk-as-part-of-expansion-plan-twlxgf2k7 [4] https://www.businessinsider.com/the-ned-opens-new-location-in-washington-dc-2023-2 [5] https://www.skift.com/2023/03/15/the-ned-is-expanding-and-gareth-banner-is-bullish-on-the-future-of-the-brand/ [6] https://www.standard.co.uk/goingout/london/the-ned-opens-new-club-in-london-b1002169.php
- Recognizing the growing trend of expanding beyond city centers, The Groucho Club in London is planning to open a new venue in a historical Yorkshire estate.
- The new rural estate, expected to open by 2028 or 2029, will be a unique concept under The Ned's expansion plan, offering an outdoor-living and home-and-garden experience as a refreshing change from the urban clubs.
- To elevate its business growth, The Ned aims not only to focus on replicating urban clubs but also to explore new concepts like the rural estate, stepping into the finance world of lifestyle, property, and real estate development.
