Yahoo Finance Chelsea's 102 year old Sloane Club to get major makeover to attract a new set
One of London’s most refined private members venues The Sloane Club is to get a £20 million makeover to help draw in a younger and more metropolitan crowd.
The 102 years old institution on Lower Sloane Street close to the Chelsea Flower Show ground has traditionally been a haven for aristocracy and high society, but increasing numbers of its 2,500 members - many of whom joined decades ago - now live out of town.
The refurbishment is being overseen by interior designers Russell Sage Studio, which have previously worked on Zetter Townhouse in Marylebone and Royal Exchange in the City.
The club said the extensive changes will make the club appeal more “to a versatile and open minded audience serving the local Chelsea community as well a contingent of out of towners and an international audience.”
There will be a new under 35 membership to bring down the average age but keep its relationships with affiliate clubs such as The Harvard Club NY, The Tanglin Club Singapore, St James’s Paris and Vinnustofa Kjarval in Reykjavík
However members have also been warned that the cost of the upgrade will inevitably mean higher fees, which currently stand at £1240 for full membership, and overnight room rates, which will start from £325.
The Sloane Club was founded in 1922 by Queen Victoria’s daughter Princess Helena as the Service Women’s Club as an affordable place for women in the forces to stay in London. Membership was opened to men in 1976. It was bought by current owners, the family hospitality company Queensway from Caledonia Investment for £80.6 million in 2017.
Plans include a new fitness and wellness facility, a co-working space and the refurbishment of all 66 bedrooms and suites. Works are being carried out in stages with the first reveal in winter 2024 and a second wave in Spring 2025.
The club says that the new interior designs embody “the essence of timeless craftsmanship, paying homage to the Club’s origins and unique story with exquisite attention to detail, while framing it in a contemporary context.”
The Demob Bar, for example, features a tented ceiling, pendant lights, soft textures, low armchairs and timber shutters to create a 1920s ambience.
General manager Anna Jackson, said: “The Sloane Club is an emblem of British heritage and values, alongside a select few London establishments that have endured through generations. Moments away from vibrant Sloane Square, the Club champions Chelsea and all that this neighbourhood has to offer our members, with a culture that focuses on integrating with the community. From showcasing local businesses to supporting community initiatives, we’re committed to being a cornerstone of growth and positivity in Chelsea, both inside and out. ”
