Soho House Stock (SHCO): Price, Forecast, and Complete 2025 Investor Guide

Last updated:08/20/2025
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Soho House, officially listed as Membership Collective Group Inc. (NYSE: SHCO), is not your typical hospitality stock. It blends luxury lifestyle, private members’ clubs, subscription revenue, and hospitality services into a unique business model that intrigues both retail and institutional investors.
Since its IPO, Soho House stock has generated curiosity among traders, analysts, and lifestyle investors. Questions like: What is the Soho House stock price today? Is SHCO stock a buy or sell? What is the Soho House stock forecast for 2025 and beyond are driving search interest across financial and investing communities.

This comprehensive guide will cover everything—from IPO history and financial performance to forecasts, risks, and long-term outlook—so you can decide if Soho House stock (SHCO) deserves a place in your portfolio.

What is Soho House Stock (SHCO)?

Soho House stock represents ownership in Membership Collective Group (MCG), which operates:

•Soho House Clubs: Exclusive members-only clubs worldwide.
•Soho Works: Co-working spaces for creative professionals.
•Soho Friends: Affordable membership option.
•Hospitality Services: Hotels, spas, restaurants like Cecconi’s and The Ned.
•Digital Memberships: App-based experiences and cultural content.
Unlike traditional hotel stocks like Hilton or Marriott, Soho House stock (SHCO) is built on recurring membership fees that function like a subscription model—an investor-friendly feature.

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Soho House IPO History

•IPO Date: July 15, 2021
•IPO Price: $14 per share
•Ticker: Initially MCG, later updated to SHCO
•Initial Valuation: ~$2.8 billion
At launch, Soho House stock fell below its IPO price due to concerns about profitability and pandemic headwinds in hospitality. However, its long-term value proposition as a luxury lifestyle stock continues to attract interest.

Soho House Stock Price Performance (2021–2025)

Let’s look at SHCO’s year-by-year stock performance since its IPO.
Year Stock Price Range Key Events
2021 $14 → $8 IPO launch, pandemic recovery slow, profitability concerns.
2022 $5 – $7 Inflation & rate hikes hit hospitality stocks.
2023 $7 – $9 Membership growth rebounds, new House openings.
2024 $9 – $11 Positive EBITDA, investor sentiment improves.
2025 $12 – $13 (current) Earnings beat expectations, expansion into Asia & Latin America.

Soho House Earnings Report (2025)

The latest Q2 2025 earnings report showed strong progress:
•Revenue: $310M (up 16% YoY)
•Adjusted EBITDA: Positive for 3 consecutive quarters
•EPS: Negative (-$0.10), but narrowing losses
•Membership Count: 220,000+ global members (record high)
•Occupancy Rates: Above 80% across most Houses

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Soho House Business Model: Membership First

Unlike Marriott or Hilton, Soho House focuses heavily on recurring membership income.
Revenue Breakdown (2024 estimates):
•Membership Fees: 33%
•Food & Beverage: 28%
•Hospitality & Bedrooms: 25%

•Other (Soho Works, Digital): 14%

Soho House Stock Forecast (2025–2030)

2025 Forecast
•Analyst Targets: $14–$16
•Catalysts: Tokyo, São Paulo, and Mexico City openings.
•Risks: Economic slowdown could affect luxury spending.
2026–2027 Forecast
•Revenue CAGR projected at 10–12%.
•Membership base could reach 260,000–280,000.
•Stock forecast range: $18–$22 if profitability achieved.
2030 Long-Term Outlook
•Membership could surpass 300,000+ worldwide.

•Potential stock valuation: $28–$35 per share.

Is Soho House Stock a Buy or Sell?

Bullish Case (Why Buy SHCO)
  • Strong global brand equity.
  • Recurring revenue from membership fees.
  • Expanding footprint in high-demand cities.
  • Premium lifestyle positioning.
Bearish Case (Why Avoid SHCO)
  •  Still not consistently profitable.
  • High debt from expansion projects.
  • Sensitive to luxury spending downturns.
  • Risk of brand dilution if over-expanding.

Soho House vs Hospitality & Lifestyle Stocks

Ticker 2025 Price Range Business Model Key Differentiators
SHCO $12–$13 Clubs + Membership Unique hybrid, recurring fees.
HLT $190+ Hotels Stable, profitable, less exclusive.
MAR $230+ Hotels Scale & loyalty program, less lifestyle-focused.
H $140+ Luxury Hotels Strong premium presence.
ABNB $150+ Rentals & Experiences Digital-first, no membership model.
Soho House stands out as a luxury membership lifestyle stock, while competitors focus more on traditional travel and lodging.

Analyst Ratings for SHCO (2025)

•Morgan Stanley: Overweight, PT $18
•JP Morgan: Buy, PT $20
•Goldman Sachs: Neutral, PT $15
•Barclays: Equal-weight, PT $14
Consensus: Moderate Buy
Average Target: $16–$18

Soho House Stock News Highlights (2025)

•Earnings Beat: Stronger revenue and narrowing losses.
•New Clubs: Tokyo, São Paulo, Mexico City announced.
•Digital Expansion: Enhancing online member benefits.
•Membership Surge: Passed 220,000+ for the first time.

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Financial Ratios and Valuation

Metric Value (2025 est.) Comment
Price-to-Sales (P/S) ~2.1x Reasonable for growth hospitality sector.
EV/EBITDA ~16x Improving as EBITDA turns positive.
Debt-to-Equity ~2.3 High, but manageable with cash flow growth.
Operating Cash Flow Positive Good sign for financial sustainability.

Case Study: Bullish vs Bearish Investor Outlook

Bullish Investor Scenario
•Assumes membership growth > 12% CAGR.
•Expansion successful in Asia & Latin America.
•Profitability by 2026.
•Stock climbs to $25+ by 2028.
Bearish Investor Scenario
•Membership growth slows to < 7% CAGR.
•Rising debt burdens expansion.
•Global slowdown reduces luxury spending.
•Stock lingers between $8–$10 for years.

Risks for SHCO Stock

1.Global Expansion Risk: New clubs may underperform.
2.Economic Cycles: Luxury spending is highly cyclical.
3.Debt Load: Interest expenses could rise.
4.Brand Dilution: Too many clubs may reduce exclusivity appeal.

Long-Term Investment Thesis

Soho House stock (SHCO) represents a bet on the luxury lifestyle economy. If it executes expansion carefully and turns profitable, it could emerge as a premium growth stock by 2030.

However, SHCO remains a higher-risk, higher-reward investment suited for investors who believe in the long-term shift toward exclusive membership models.

FAQs on Soho House Stock (SHCO)

Q1: What is the Soho House stock ticker?
 SHCO on the NYSE.
Q2: How much is Soho House stock today?
 Around $12–$13 in August 2025.
Q3: When was the Soho House IPO?
 July 2021, at $14 per share.
Q4: Is Soho House stock profitable?
 Not yet, but losses are narrowing.
Q5: What is the SHCO stock forecast for 2025?
 Analysts project $14–$16.
Q6: Is SHCO stock a buy or sell?
 Analysts say Moderate Buy, but it remains speculative.

Conclusion: Should You Invest in Soho House Stock (SHCO)?

Soho House stock (SHCO) is one of the most interesting lifestyle investments on the market. Unlike Marriott or Hilton, it thrives on exclusive membership and recurring subscription fees, making it a hybrid between hospitality and lifestyle subscription stocks.
For anyone searching “Soho House stock forecast 2025,” “SHCO buy or sell,” or “Soho House stock analysis,” the key takeaway is:
•Short-Term (2025): Volatile, but improving fundamentals.
•Medium-Term (2026–2027): Break-even profitability is the turning point.
•Long-Term (2030): Could double or triple if expansion and profitability succeed.
 For risk-tolerant investors who believe in the luxury membership economy, SHCO stock is a speculative growth opportunity worth watching.

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