The Art Of The Discreet Deal: Inside Soren Hudson’s Strategy

Offering a discreet and strategic approach to buying and selling high-value assets, Soren Hudson is expertly focused on positioning clients for investment success. Julia Millen caught up with company founder Robbie Girvan to find out more.

What brought about the launch of Soren Hudson?

The company was founded in response to a growing gap we identified in the real estate investment space, particularly within the leisure and hospitality sectors. On one side, there are exceptional assets often privately held or underexposed with immense untapped potential. On the other, there's a global pool of sophisticated investors seeking rare, off market opportunities but struggling to access them through traditional channels.

Having spent decades developing and operating high-end resorts and leisure projects, I recognised that the market needed a more strategic, discreet and relationship-led approach. Soren Hudson International was established to become that bridge, delivering real value through curated, off-market transactions that are deeply aligned with both seller and buyer objectives.

Rather than act as a traditional broker, we position ourselves as a specialised acquisition platform. Every mandate we take on is highly considered and handled with integrity, focus and care. For us, success is not about volume, but about creating meaningful outcomes and preserving the legacies behind each asset.

What specific acquisition services do you offer to clients?

We offer a highly tailored acquisition service for both buyers and sellers. For buyers - including UHNWIs, family offices and institutional investors we identify off-market opportunities that align with their portfolio strategies, investment goals and operational capacity. Our role extends far beyond simply sourcing. We provide due diligence support, strategic guidance, deal structuring insight and manage negotiations from introduction through to close.

On the sell side, we work closely with asset owners to strategically position their properties for maximum value. This includes discreet outreach to our investor network, the development of bespoke investor-facing materials and clear guidance on timing, market appetite and value optimisation.

Our relationships are at the heart of our approach. Every buyer we engage is pre-qualified and aligned with the nature of the opportunity. Our clients benefit not only from access but from the stewardship we bring to every transaction, ensuring that deals are executed smoothly and with the utmost professionalism.

How does the company position off-market investments for success?

The success journey starts with how we frame the opportunity itself. We begin with a deep understanding of the asset - its strengths, underutilised potential and long-term positioning. From there, we develop a tailored narrative that speaks directly to the interests of our investor base.

This goes far beyond offering historical performance data. We identify where strategic value can be created, such as brand repositioning, operational optimisation or untapped development rights. We then present the asset through bespoke, investor-grade materials that balance clarity with discretion.

The key is not just who we approach, but how and when. Our network includes high-calibre investors who are not only capable of transacting, but also value the kind of opportunities that never reach the open market. By limiting outreach to aligned parties and maintaining full confidentiality, we protect the value of the asset and ensure any deal moves forward with mutual intent.

What's the key to providing a 'visionary approach' to business development?

Always being several steps ahead, seeing potential not just in the deal, but in what the deal can unlock. We look at every mandate through a long-term lens. What impact will this transaction have for the owner, the buyer, and the asset’s community or legacy? Is there a larger opportunity that others might miss?

Our work often begins before a seller is even considering a sale. We advise on how to position and enhance the asset to attract the right kind of interest at the right time. For buyers, we are looking at how a specific acquisition fits into a broader strategy and identifying opportunities that may be off-market now but aligned for future investment.

This perspective also means being selective. We focus on quality over quantity and take on mandates where we believe we can create genuine value. That level of focus allows us to think beyond the transaction and build lasting partnerships that continue to grow and evolve over time.

How do you enhance brand equity through rebranding?

Rebranding an asset is one of the most underutilised yet powerful tools in enhancing long-term value. In the leisure and hospitality space, perception drives demand. A strong brand not only influences how a property is seen by guests and customers, but also how it is valued by investors.

We begin by evaluating whether the existing brand is aligned with the asset’s potential and its market. If there is a disconnect, we offer strategic guidance on how to reposition - whether through reimagined design, refreshed marketing or aligning with a global hospitality operator.

We treat branding as an investment, not an expense. A successful rebrand can reposition a tired asset as a trophy investment, attract new clientele and unlock growth in revenue and valuation. We work closely with partners to develop a narrative that communicates both performance and promise, appealing to the kind of investor who is looking for more than numbers, they are looking for meaning, alignment and long-term strategic resonance.

What processes do you incorporate to ensure you deliver optimum value?

Our route is deliberate, strategic and designed to maximise value at every step. It starts with a call or chat over dinner to understand the seller’s goals, the nature of the asset and the ideal buyer profile. From there, we undertake a comprehensive strategic asset review, covering market positioning, legal and tax structuring, brand potential and operational upside.

We then curate investor-facing materials that present the opportunity in a compelling yet discreet format, positioning the asset not just based on past performance but future potential. Buyer engagement is tightly controlled and limited to those with proven interest and capacity.

Throughout the process, we manage every stage, from NDAs and early interest, through to negotiations and closing. Our deep relationships with legal, financial and planning advisors allow us to support our clients in navigating complex issues with clarity and confidence.

Ultimately, what sets us apart is our focus on alignment, trust and execution. We are not trying to move deals through a pipeline, we are building outcomes that matter to the people and institutions behind every asset.

Ultimately, it’s about people and relationships on both sides of the table. It’s the most important aspect of what we do.

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