Having built, set up, and ran 67 Pall Mall London, then recreate the same in Singapore, the knowledge and experience gained running a commercially very successful private members club for wine lovers lends itself to advising start ups, and existing clubs and businesses, to do the same. Successful private fund raising in adverse environments, combined with a rigorous membership sales strategy, are many of the contributions leading to a strong business campaign. Utilising best in class technology, helping deliver a seamless member experience, is paramount in creating a consistent emotional connection for the members.

With over 30 years experience working in the hotel industry, The Savoy, St Andrews Old Course, Park Tower London, St Martins Lane and Sanderson, both in the capacity as General Manager, and Senior Corporate roles. These experiences have enabled Niels to truly understand the complexities of running successful business operations, managing P&L, improving margins, boosting annual sales, delivering EBITDA growth, and Shareholder value. Niels has forged relationships with world renowned designers, including Hirsch Bedner, Anda Andrei, Russell Sage and Geila Daughtrey. Luxury projects require the very best Construction Management companies, over the years amazing relationships have enabled significant success, such companies include, Beck Interiors, ISG, and CBRE.

Working with great chefs is a privilege, then combining this with some of the best sommeliers in the world, the journey is magical. 67 Pall Mall had 17 sommeliers ensuring the best wine experience in the world. Featuring a 5000 bin wine list, 1000 wines by the glass, enabled us to work with best Châteaux and wine makers around the globe, the good and the great personally hosting wine events at the club. Creating a culture where the team can be themselves, emotionally connected, immersed in every moment, translates to every guest enjoying special memories, forever remembered.

Ian Schrager is one of the hotel industry’s Brand & Marketing geniuses, having worked by his side for many years, Niels learnt valuable lessons through osmosis. When Niels helped start up the wine business Sarment, our branding work led us to win “Break Through Brand of the Year” from Luxury Briefing, headed up by James Ogilvy. When you are selling memberships and investment opportunities for a new private club that doesn’t exist yet, your collateral and communication is critical to success. The sold out membership in both London and Singapore locations is testament to that.