Soho House (club) Audience in Germany
Soho House (club) has an estimated audience of 299,821 people in Germany. 46.8% are female, 53.2% are male, average age 37.0. Top regions: Berlin, Nordrhein-Westfalen, Bayern. Top brand affinities: Goyard, LOEWE, MCM, Pebble Beach Golf Links, Wallpaper (magazine).
The average Soho House (club) fan in Germany is 37.0 years old, balanced, and lives primarily in Berlin. The audience is concentrated in Berlin, Nordrhein-Westfalen, Bayern. Top brand affinities include Goyard, LOEWE, MCM, with strongest over-indexing on Goyard (69.34× the country average). Demographically, the Soho House (club) audience skews balanced with an average age of 37.0, and over-indexes on personality traits such as Urban Lifestyle, Quality Awareness. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Business & Career · Type: Brand
Demographics of Soho House (club) fans
| Metric | Value |
|---|---|
| Female | 46.8% |
| Male | 53.2% |
| Average age | 37.0 |
| Estimated audience size | 299,821 |
Audience persona
The typical Soho House (club) fan in Germany is balanced, around 37.0 years old, with strong Urban Lifestyle tendencies and a notable affinity for Goyard.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Berlin | 116,147 | 8.66× |
| Nordrhein-Westfalen | 32,409 | 0.49× |
| Bayern | 29,651 | 0.62× |
| Baden-Württemberg | 19,710 | 0.48× |
| Hessen | 17,410 | 0.76× |
| Niedersachsen | 10,824 | 0.37× |
| Brandenburg | 9,468 | 1.02× |
| Hamburg | 7,433 | 1.1× |
| Sachsen | 5,298 | 0.36× |
| Rheinland-Pfalz | 4,823 | 0.32× |
| Schleswig-Holstein | 4,009 | 0.37× |
| Sachsen-Anhalt | 1,984 | 0.26× |
| Thüringen | 1,957 | 0.26× |
| Mecklenburg-Vorpommern | 1,730 | 0.3× |
| Bremen | 1,078 | 0.42× |
| Saarland | 766 | 0.21× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Goyard | 69.34× | Fashion & Accessoires |
| LOEWE | 24.51× | Fashion & Accessoires |
| MCM | 25.54× | Fashion & Accessoires |
| Pebble Beach Golf Links | 70.8× | Sports |
| Wallpaper (magazine) | 18.63× | Home & Garden |
| Vera Wang | 26.95× | Fashion & Accessoires |
| Vertu | 64.17× | Technology & Electronics |
| Sunseeker | 50.63× | Cars & Mobility |
| Domus (magazine) | 37.68× | Home & Garden |
| Emirates Palace | 63.5× | Travel & Leisure |
| Jaguar XJ | 55.59× | Cars & Mobility |
| Greubel Forsey | 63× | Fashion & Accessoires |
| Mulberry (company) | 34.12× | Fashion & Accessoires |
| Shangri-La | 34.42× | Travel & Leisure |
| VistaJet | 63× | Travel & Leisure |
| Oscar de la Renta | 24.86× | Fashion & Accessoires |
| Alexander McQueen (brand) | 22.96× | Fashion & Accessoires |
| TikTok | 2.75× | Internet & Social Media |
| David Yurman | 27.36× | Fashion & Accessoires |
| ST Dupont | 66.44× | Fashion & Accessoires |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Urban Lifestyle | OPEN | 3.49 |
| Quality Awareness | PREMIUM | 2.66 |
| Sustainability | BALANCE | 2.64 |
| Design Affinity | PREMIUM | 2.55 |
| Early Adopter Mentality | POWER | 2.17 |
| Luxury Orientation | PREMIUM | 1.87 |
Worldwide distribution
| Country | Share |
|---|---|
| United Kingdom | 24.0% |
| United States | 22.3% |
| Germany | 6.8% |
See Soho House (club) audiences in other countries
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Frequently asked questions
How many fans does Soho House (club) have in Germany?
Soho House (club) has an estimated audience of 299,821 people in Germany, concentrated in Berlin and Nordrhein-Westfalen.
What is the gender split and age of Soho House (club) fans?
46.8% of Soho House (club) fans are female, 53.2% are male, with an average age of 37.0 years.
Which brands do Soho House (club) fans like most?
Soho House (club) fans show strongest brand affinity for Goyard (69.34×), LOEWE (24.51×), and MCM (25.54×) over the country average.
Where do Soho House (club) fans live in Germany?
Soho House (club) fans in Germany are most concentrated in Berlin (reach 116,147), Nordrhein-Westfalen (reach 32,409), and Bayern (reach 29,651). These three regions account for the largest share of the active audience.
What other brands do Soho House (club) fans also like?
Beyond Soho House (club) itself, the audience over-indexes on LOEWE (24.51×), MCM (25.54×), Pebble Beach Golf Links (70.8×), and Wallpaper (magazine) (18.63×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Soho House (club). Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
About this audience profile
This audience profile is generated by Rascasse from anonymized search-behavior signals across Germany. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.