Home Grown, a London members’ club entirely designed for entrepreneurs, scaleup founders and their investors to socialise, connect, build ideas and relationships, has received a Butterfly Mark Positive Luxury accreditation.

This globally respected and independently verified sustainability certification verifies to consumers and other stakeholders that as a luxury business, Home Grown is operating in line with the highest standards of sustainability across the entire value chain.

The private members’ club, located in the heart of Marylebone, is committed to sustainable business strategies and practices that minimise environmental impact. This has been demonstrated by the bestowal of the Positive Luxury accreditation, which recognises luxury lifestyle brands for their dedication to creating a positive impact on society and the planet. The Home House Collection, of which Home Grown is a subsidiary, has become the first private members’ club group to attain this leading sustainability certification by Positive Luxury.

As a community-focused club, Home Grown utilises its immediate resources to benefit the environment, and is still able to capitalise on luxury. It sources its food and beverages locally to reduce its carbon footprint and the club has introduced a Supplier Code of Conduct to help assess existing and new suppliers. Additionally, bedroom linen is changed every other day for guests staying more than one night, to cut down on energy consumption of laundry, and guest toiletries are all vegan, animal cruelty free and made with natural products where possible. Other sustainable and positive luxury efforts implemented by Home Grown include the launch of its Green Shoots Initiative in 2021. This supports sustainable causes and helps new founders, all of which must be aligned with environmental and sustainability issues supporting one of the UN’s Sustainable Development Goals.

Joost de Kruiff, General Manager at Home Grown, said: “We are delighted to have been awarded a Butterfly Mark accreditation from Positive Luxury. It is great to be independently recognised for our commitment to both sustainability and luxury. There is often a misconception that these are opposites, but at Home Grown, these practices go hand in hand. We believe in comfort and opulence, but not in a way that is detrimental to the environment. The club is the harmony of positive societal impact in a luxury setting.”

Home Grown is continuously and progressively implementing initiatives to achieve its social responsibility to its members, guests, partners, employees, and community. The club is proudly partnered with Ecologi, which only supports responsible tree planting where ecologically appropriate species are planted at the right place and time and trees are guarded from natural and man-made threats. As a club, Home Grown has funded several hundred trees and will continue to do so for every new member that joins. To further show its environmental and sustainability commitment, Home Grown is working towards a 100% renewable energy usage plan.

As a recipient of the mark the Home House Collection joins a community of over 170 global luxury businesses delivering real change to positively impact people and nature and delivering the highest standards for sustainability including Tom Ford Beauty, Harvey Nichols, Dior Couture, Belvedere Vodka, The Macallan, Monica Vinader, Anya Hindmarch and more.

Diana Verde Nieto, Co-Founder Positive Luxury, said: “Home Grown, as part of the Home House Collection,  is the epitome of Positive Luxury not only as a business delivering the highest standards for sustainability, but as a platform and community that supports the growth of scaling founders and businesses with a sustainable focus. As a recipient of the Butterfly Mark, the club is a testament to a trustworthy luxury brand for consumers that adheres to the latest international standards and operates on best practice principles.”

Set in a stunning six storey Georgian building, Home Grown offers a space for like-minded people to network, entertain and grow. With 35 luxurious rooms each with their own character and style, which includes bedrooms, innovative business lounges, bars, pitching suites and a restaurant led by Head Chef James Allan, Home Grown hosts a variety of spaces to support growth entrepreneurs and investors on their journey to success. All of which truly enables Home Grown to be a ‘home away from home’ for entrepreneurs and investors; which is the defining ethos of the club.

Home Grown is a member of the Marble Arch BID and works to support the area around Edgware Road and Marble Arch district. The organisation invests in various initiatives and projects, such as improving public spaces and gardens, promoting local events and cultural activities. Additionally, the club works to support local charities including The Marylebone Project and supports local initiatives such as the Baker Street Quarter as part of the Home House Collection.

Original article published in StarUp magazine