House of Luxury, the Montana-registered company that had agreed an option to take a 55% equity stake in the Scarlets rugby region, has ceased trading. The firm was voluntarily dissolved on July 1, according to a document lodged by its founder, Kirsti Jane Baker, with Montana Secretary of State Christi Jacobsen.
Company background and dissolution
House of Luxury, set up in 2024 and registered in Calabasas, California, before re-registering its head office to Montana in 2025, marketed itself as a broker for high net worth clients, dealing in assets from real estate to luxury cars and yachts. Montana is often viewed as America's onshore equivalent of the British Virgin Islands, as there is no requirement to make end-of-year financial accounts public. The company was registered as a limited liability company, which protects owners from personal liability for business debts.
Through her LinkedIn account, Ms Baker had claimed the business was tracking towards asset sales running into several billion dollars annually, which would have generated a sizeable turnover from brokerage fees. However, she no longer has a presence on the platform.
Scarlets investment plan unravels
In August last year, the Scarlets heralded House of Luxury as potential investors. Both parties had agreed an option, though not legally binding, for the broker to take a 55% equity stake in the rugby club. Scarlets chairman Simon Muderack said in a media statement: "This partnership is the start of a new era for our club, strengthening our position with new investment, new ideas and a shared ambition to return the Scarlets to the top of European rugby."
Ms Baker, who in several LinkedIn posts was critical of the WRU and its leadership team, said: "This is one of the most storied rugby clubs in the world and we believe it should be competing and winning at the highest level. We're here to make that happen and help drive the Scarlets' future success and protect its unique identity and legacy."
Following the statement, she took part in a Q&A session with Scarlets fans at Parc y Scarlets, outlining investment plans through the company's new sports and entertainment division, headed by former WRU chief executive David Moffett. However, Moffett quit after just a few months in a non-executive role, without giving a reason.
House of Luxury executive and minority shareholder Simon Kozlowski took up a role at Parc y Scarlets supporting the management team, with a remit to drive commercial revenues. He has confirmed he resigned with immediate effect from House of Luxury in May, prior to the business ceasing to trade, but declined to comment on why he quit. Mr Kozlowski, who has launched a new business venture in South Africa, said he has had no contact with Ms Baker since leaving.
Aftermath and current situation
Efforts have been made to contact Ms Baker. The Scarlets board had undertaken due diligence on House of Luxury, but the deal was never finalised. The WRU would have been required to undertake its own fit-and-proper assessment and a detailed examination of House of Luxury's financials before sanctioning any investment.
Earlier this year, Scarlets board member and founder of Castell Howell, Brian Jones, injected new capital into the club. The Scarlets have since signed up to an improved funding deal with the WRU under PRA 25. The club now faces a potential shoot-out with the Ospreys for one WRU regional licence in west Wales, with no prospect of a merger, but remains optimistic for the future.
House of Luxury were also linked to a possible investment in English rugby side Coventry and claimed to have approached Pontypridd RFC. However, according to club director Mark Rhydderch-Roberts, no offer was received through standard direct channels or business advisory intermediaries. He said: "Obviously, we would talk to any potential investor looking to back the club, but no offer was made to the board from House of Luxury, a company we knew nothing about."
Ms Baker and her husband Lloyd set up numerous UK businesses, including Extreme Cage Fighting, Simply Charming Events, Pink Dolphin Companies, Rise Companies, and KLB Group, all of which have been dissolved or struck off the register.
