Soho House has named a former PwC director as its next finance chief who will help the private members’ club chain grow momentum and expand post-Covid.
Humera Afzal will lead the finance division from December 1 and joins from London-based venture capital fund Backed, where she held the same role.
Afzal preciously worked at PwC and succeeds Peter McPhee who has moved back to the US to work with Soho House majority investor, Ron Burkle.
The firm, whose most recently filed accounts show it recorded higher sales but a £65 million pre-tax loss in 2018 after heavy expansion, said prior to the coronavirus outbreak it saw sales in January and February surge.
It had to close sites in line with various lockdowns but added there was pent-up demand to get into venues once they reopened.
Andrew Carnie, president of Soho House, said Afzal will “be a key part of the team driving Soho House’s move into its next stage of growth, as we focus on expanding our digital, retail and core subscription-based membership business.”
As well as clubs, the company, majority owned by Burkle, founder Nick Jones and restaurateur Richard Caring, has an online furniture shop Soho Home, and offices arm Soho Works.
Afzal said: “This is an organisation that is dedicated to its members and improving their experience – I am looking forward to bringing my experience of leading businesses through important stages of their growth.”