honey
Honey is a Sheffield-based, private equity-backed SME housebuilder founded in 2022 that develops and sells two-, three-, and four-bedroom residential properties across Yorkshire and the Midlands to individual home buyers via direct show-home sales.
- Company typePrivate
- Founded2022
- HeadquartersSheffield, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What honey does
Honey is a Sheffield-headquartered, private equity-backed SME housebuilder founded in October 2022 and backed by Alchemy Partners. The company develops and sells two-, three-, and four-bedroom terraced, semi-detached and detached residential properties across Yorkshire and the Midlands, with active developments in Sheffield, Leeds, Huddersfield, Maltby, Bradford, Doncaster, Goldthorpe, Rossington, Eastwood and Swadlincote, plus a third regional office planned in the East Midlands in H2 2026. Notable schemes include the £53m Opal development in Bessacarr, Doncaster (over 180 homes), the Huddersfield and Maltby schemes (252 homes), and a £19m partnership for 85 homes in Bradford.
Honey's business model is a project-based direct-sales housebuilder. Revenue is generated through one-off sales of completed homes to individual buyers via show homes and on-site sales centres, with pricing varying by development, property type and specification. The company has scaled rapidly, reporting £71.2m in revenue, £3.6m profit and 288 legal completions for the year to 31 December 2025, with projected 2026 revenues exceeding £175m and profits of £20m–£27m. It is 44% forward sold for 2026 and is targeting 1,000 legal completions by 2027.
Capital structure is debt-led: OakNorth has been banking partner since founding (initial £4.7m loan in March 2023, £12.2m in April 2024), and in March 2026 honey added NatWest as a co-funder of an £80m revolving credit facility, taking total bank facilities to £180m with an accordion option. Honey is privately held, has no subsidiaries, no public listing, and no disclosed technology platform; its differentiation is regional focus, capital backing and execution speed rather than proprietary technology.
honey firmographics
Firmographics- Name
- honey
- Legal name
- Honey
- Website
- https://homesbyhoney.co.uk
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Honey is a Sheffield-based, private equity-backed SME housebuilder founded in 2022 that develops and sells two-, three-, and four-bedroom residential properties across Yorkshire and the Midlands to individual home buyers via direct show-home sales.
- Ownership category
- akta.pro rank
honey industry classification
Industry- Product category
- Residential Housing Development
- NAICS
- New Housing For-Sale Builders (236117)
- SIC
- Real Estate (6500)
- akta.pro primary industry
- Custom Home Building (IMAFABAC)
Keywords
Where honey is headquartered
LocationHeadquarters
- HQ city
- Sheffield
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
honey business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Others
Revenue model
- Residential Property Sales: One-time sale of newly constructed residential properties (houses). Revenue generated from individual home sales at completed developments. The company operates on a project-based model where each development generates revenue upon legal completion of homes sold to buyers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Two, three, and four-bedroom residential properties |
Go-to-market motion1 record
Distribution channels1 record
honey product offering
Product offeringCore offering
Honey is a private equity-backed SME housebuilder that develops and sells new build residential homes — two-, three-, and four-bedroom terraced, semi-detached and detached properties — across multiple development schemes in Yorkshire and the Midlands. The company operates a project-based model where each development generates revenue upon legal completion of homes sold directly to individual buyers. Its portfolio includes the Opal scheme in Bessacarr (180+ homes, £53m), Huddersfield and Maltby schemes (252 homes), the Bradford partnership (85 homes, £19m), and active estates in Goldthorpe, Rossington, Eastwood, and Swadlincote.
Product overview
Honey is a private equity-backed SME housebuilder offering residential housing developments across Yorkshire and the Midlands. Founded in October 2022 and backed by Alchemy Partners, the company operates multiple residential schemes including the Huddersfield and Maltby schemes (252 homes), the Bradford partnership (85 homes, £19m), and the Doncaster Opal scheme (£53m, 180+ homes). The product portfolio consists of two-, three-, and four-bedroom terraced, semi-detached and detached properties across multiple regional developments.
Differentiator
Problem solved
Functional benefit
Products and services
- Opal scheme (Bessacarr, Doncaster) A £53 million residential development in Bessacarr, Doncaster comprising over 180 homes with two-, three-, and four-bedroom terraced, semi-detached and detached properties. Targeted at individual home buyers and families in the Yorkshire region.
- Huddersfield and Maltby schemes Two residential schemes providing 252 homes across Huddersfield and Maltby in Yorkshire, comprising a mix of property types for individual buyers.
- Bradford partnership development A £19 million partnership development of 85 homes in Bradford, agreed with an unnamed co-development partner, offering new build residential properties to local home buyers.
- Regional residential estates (Goldthorpe, Rossington, Eastwood, Swadlincote) Active portfolio of residential developments spanning multiple estates in Goldthorpe, Rossington, Eastwood, and Swadlincote, comprising new build homes for individual buyers in the Yorkshire and Midlands markets.
Quantifiable outcome
- 288 legal completions generating £71.2m revenues and £3.6m profit in 2025
Companies that use honey
Customer profileSegments1 record
Ideal customer profiles1 record
honey technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
honey partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Unnamed Bradford PartnershipminorHoney agreed to a £19 million partnership arrangement for the development of 85 homes in Bradford. The specific partner entity is not named in the available source material.
Scale indicators15 records
Recent moves9 records
Expansion highlights6 records
honey competitors and assessment
Company assessmentDirect peers
- Keepmoat Homes: Yorkshire-headquartered regional housebuilder with a strong focus on new-build homes across the North of England and Midlands. Directly comparable to honey on geography (Yorkshire/Midlands), product mix (two-, three-, four-bedroom family housing), and customer segment (first-time buyers and families).
- Avant Homes: PE-backed UK regional housebuilder operating across the Midlands, North West, Yorkshire and North East. Closely comparable to honey in funding structure (PE-backed), regional concentration outside London/South East, and product range of mainstream family homes for sale.
- Strata Homes: Yorkshire-based housebuilder developing homes across the region. A like-for-like regional peer given shared geography (Yorkshire), similar product mix, and similar scale of operations.
- Harron Homes: Regional housebuilder developing new homes across Yorkshire, the Midlands, and the North West. Comparable on product offering (family housing developments), customer base, and regional geographic footprint.
- Wain Homes: PE-backed regional housebuilder with operations across the North and Midlands of England. Comparable to honey on funding profile, product positioning (family housing), and regional strategy.
Broad incumbents
- Bellway: One of the UK's largest PLC housebuilders, operating nationally including Yorkshire and the Midlands. A broad incumbent competitor with substantially greater scale, capital base, and land bank; useful as a comparable for valuation multiples and operational benchmarks.
- Persimmon plc: FTSE 100 UK housebuilder with national coverage including the regions where honey operates. A broad incumbent offering comparable housing products; relevant as a scale and margin comparable, though much larger and more diversified.
- Barratt Redrow: One of the UK's largest housebuilders following the Redrow merger, with national operations. Overlaps with honey's product category and regional markets at much larger scale; useful comparable for revenue and margin benchmarks.
- Vistry Group: Major UK housebuilder with significant regional operations including partnerships with housing associations. Comparable on new-build housing delivery model, though substantially larger and with a more diverse mix of partnerships and open-market sales.
Others
- Alchemy Partners: Private equity firm that backs honey. Not a competitor but the controlling investor; relevant context for capital structure and exit pathway, and Alchemy's portfolio includes other UK regional housebuilders and construction-related assets.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
honey social profiles
Digital presencehoney financial estimates
Financial estimateRevenue estimate
Valuation estimate
honey leadership team
Management profileNumber of profiles
honey funding detail
Funding detailFunding overview
Funding rounds3 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
honey M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about honey
What does honey do?
Honey is a private equity-backed SME housebuilder that develops and sells new build residential homes — two-, three-, and four-bedroom terraced, semi-detached and detached properties — across multiple development schemes in Yorkshire and the Midlands. The company operates a project-based model where each development generates revenue upon legal completion of homes sold directly to individual buyers. Its portfolio includes the Opal scheme in Bessacarr (180+ homes, £53m), Huddersfield and Maltby schemes (252 homes), the Bradford partnership (85 homes, £19m), and active estates in Goldthorpe, Rossington, Eastwood, and Swadlincote.
Is honey a public or private company?
honey is a private company. It is classified as private equity controlled and is currently operating.
When was honey founded?
honey was founded in 2022. It employs 1 to 10 people.
Where is honey based?
honey is headquartered in Sheffield, United Kingdom, in the Europe region.
How does honey make money?
One revenue line is on record: residential Property Sales.
Who are honey's main competitors?
Direct peers on record are Keepmoat Homes, Avant Homes, Strata Homes, Harron Homes and Wain Homes. Broad incumbents are Bellway, Persimmon plc, Barratt Redrow and Vistry Group. Alchemy Partners is listed as an others.
Does honey have an API?
No public API is recorded for honey.
What industry is honey in?
honey's product category is Residential Housing Development. Its primary akta.pro industry code is IMAFABAC, Custom Home Building. Its NAICS code is 236117 and its SIC code is 6500.