The Hurlingham Club in southwest London reportedly earned approximately £1 million by hosting a private event for the French fashion house Hermès this past June. Known for its exclusive membership of around 13,000 individuals, with annual fees reaching up to £1,400, the club temporarily closed its grounds to members for the occasion, prompting some discontent among its regulars.

The event, styled as a “very British garden party,” attracted notable society figures, including Emma Thynn, Marchioness of Bath, and Martha, Lady Sitwell. Sources close to the club indicated that the fee charged to Hermès for the single-day event far exceeded the amount earned during the four-day Giorgio Armani Tennis Classic held at the venue earlier that month. According to insiders, the Hermès party generated three times the revenue of the Armani event.

Neither Hurlingham Club nor Hermès have publicly commented on the financial details of the arrangement. However, the deal marks a significant revenue boost for the club, which spans 42 acres of manicured grounds and is a well-known establishment for elite sport and social gatherings in London.

While the event underscores the growing appeal of private locations for high-profile brand activations, the temporary closure of the club to its members sparked some criticism. Nevertheless, the substantial financial gain from hosting luxury brands appears to reinforce a trend of exclusive venues partnering with fashion houses to capitalize on their status and facilities during peak social seasons.