What Strawberry Star Group does

Strawberry Star Group Limited is a privately-held London-based real estate investment, development and management company founded in 2007 by Santhosh Gowda. It operates across the full property lifecycle through integrated service lines: Capital (property investment services), Acquisitions, Development, Homes (via the Strawberry Star Homes volume housing division), Sales, Lettings & Management, and Build to Rent (via the Star Living subsidiary). The company has delivered over 2,500 homes and acquired 1.5 million square feet of property, with stated assets under management of £1.4 billion and over £500 million in aggregate investments.

The company's product portfolio is anchored by large mixed-use and residential developments in London and the South East commuter belt, including Lu2on in Luton (£280 million GDV, 877 units), Harlow Quarter in Essex (£244 million GDV, 447 units), Bronze in Wandsworth, Hoola in Royal Docks (360 units with Hub Group), Sky Gardens in Nine Elms (with Fraser Property UK), Greenview Court in Southall, and The Pavilion in Kenton. Strawberry Star has articulated a volume housing strategy to deliver 4,000 new homes by 2025 across London zones 3-9 and commuter belt towns, with a strategic construction partnership with JJ Rhatigan & Co covering 2,000 homes at £500 million+ GDV.

Revenue is generated through one-time property sales (development units priced from £185,000 to £465,000+), recurring lettings and management fees, and capital investment services. The go-to-market is sales-led, combining UK field sales offices (Sky Gardens/Nine Elms HQ, Royal Docks, Wandsworth marketing suite), an online portal at strawberrystar.co.uk, and dedicated international offices in Singapore and Hong Kong that target Asian and Middle Eastern investors through property exhibitions and tax seminars. Customer segments span first-time buyers, buy-to-let investors, commuters/home-movers, and overseas investors, with anchor tenant relationships (e.g., Co-op at Lu2on) and partnerships with ABP London, Colliers International and local authorities supporting regeneration-led schemes.

Name

Strawberry Star Group

Legal name

Strawberry Star Group Limited

Website

https://strawberrystar.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

101–250 employees

Short description

Strawberry Star Group is a London-based private real estate developer and investor founded in 2007, operating across acquisition, development, sales, lettings and Build-to-Rent. It serves first-time buyers, buy-to-let investors and overseas Asian/Middle Eastern investors through UK and Singapore/Hong Kong offices, with £1.4bn AUM and a 4,000-home-by-2025 pipeline.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Supply Chain, Infrastructure

Revenue model

1. Property Development and Sales: Revenue generated through acquisition, development, and sales of residential and commercial properties in London and commuter belt towns. Includes new homes development, property sales, and mixed-use developments.
2. Lettings and Management Services: Ongoing lettings and property management services for landlords and tenants, including end-to-end management of residential and commercial assets under Build to Rent model.
3. Capital Investment Services: Property investment services targeting future growth areas of London, providing reliable profit opportunities from London property investment.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels5 records

Core offering

Strawberry Star Group is a London-based property investment and development company that acquires, develops, sells, lets, and manages residential and commercial real estate, primarily across London and its commuter belt towns. The firm operates through service lines spanning Capital (property investment), Acquisitions, Development, Homes (volume housing via Strawberry Star Homes), Sales, and Lettings & Management, with development projects including Hoola E16, Sky Gardens, Bronze, Lu2on, Harlow Quarter, Riverlight, Chelsea Bridge Wharf, Greenview Court, and The Pavilion, alongside a Build to Rent asset management arm and international sales offices in Singapore and Hong Kong.

Product overview

Strawberry Star Group is a London-based international property company offering a comprehensive suite of property investment and development services. The company operates through its core divisions including Capital (investment services), Acquisitions, Development, Homes (via Strawberry Star Homes volume housing division), Sales, and Lettings & Management. Their portfolio of development projects includes residential towers Hoola E16 (Royal Docks), Sky Gardens (Nine Elms), Bronze (Wandsworth), Lu2on (Luton), Harlow Quarter (Harlow), Riverlight, and Chelsea Bridge Wharf. The Build-to-Rent service provides end-to-end asset management for residential and commercial properties. The company targets both domestic and international investors seeking property opportunities in London and the commuter belt.

Differentiator

Problem solved

Functional benefit

Products and services

• Bronze (Wandsworth SW18) Luxury residential development in Wandsworth SW18 by Strawberry Star, comprising 77 new homes across three bronze-clad towers. The development offers one, two, and three-bedroom apartments and three-bedroom duplexes targeted at buyers seeking a London lifestyle home in a sought-after south-west location.
• Lu2on (Luton) Award-winning £280 million mixed-use development in Luton built on the former Vauxhall Motors factory site. Provides 877 residential units including suites and one- and two-bedroom apartments, alongside private roof gardens, 24-hour concierge, retail space, gym, and a hotel. Targeted at first-time buyers, commuters, and buy-to-let investors at affordable entry prices.
• Harlow Quarter (Essex) Residential-led mixed-use town-centre development in Harlow, Essex, comprising studios, one- and two-bedroom apartments and a retail avenue. Phase 1 contains 163 apartments with overall planning consent for 447–523 new homes and a GDV of £244 million. Targeted at first-time buyers and commuters with access to Stansted Airport, Cambridge, and central London.
• Sky Gardens (Nine Elms SW8) Residential development in the Nine Elms regeneration area comprising 204 apartments, including Sky Gardens towers which also house Strawberry Star's corporate office. Targeted at London residents and investors seeking contemporary urban living close to central London.
• Hoola E16 (Royal Docks) Residential towers at Royal Docks, London E16, comprising 360 units developed in partnership with Hub Group. Marketed as a landmark development in the Royal Docks regeneration area, available both to rent and to buy, with tailored services for international buyers from the Singapore and Hong Kong offices.
• Riverlight (Nine Elms SW8) Residential development in Nine Elms SW8 forming part of Strawberry Star's portfolio of Nine Elms properties for sale and to rent. Targeted at buyers and renters seeking contemporary London homes in the Nine Elms regeneration area.
• Chelsea Bridge Wharf (Battersea SW8) Residential development in the Battersea SW8 area developed by Berkeley Homes, representing Strawberry Star's first project investment. Targeted at buyers seeking a riverside London address.
• Greenview Court (Southall) West London residential development in Southall marketed as the newest destination for luxury living in the area. Targeted at buyers seeking luxury family and commuter homes in West London.
• The Pavilion (Kenton) Residential development at Kenton positioned as stylish living by Strawberry Star, part of the company's commuter-belt housing portfolio. Targeted at buyers seeking modern homes in the greater London area.
• Build to Rent (Star Living) End-to-end management service for residential and commercial Build to Rent assets operated under the Star Living brand, currently managing investments of more than 700 luxury apartments in London. Targeted at landlords and institutional investors seeking managed rental operations.
• Capital (Property Investment) Property investment service providing access to reliable profit opportunities from London property investment, including a £25 million Strawberry Star UK Property Fund LP that raised a further £50 million in co-investments. Targeted at buy-to-let investors and international investors from Asia and the Middle East.
• Acquisitions Property acquisitions service targeting future growth areas of London, including land requirements identification and site sourcing. Operated by the Group Director of Acquisitions across UK and Singapore offices.
• Development (Property Development) Property development service managing delivery on time and within budget, including working with construction partners such as JJ Rhatigan on the Lu2on masterplan. Targeted at landowners and co-investment partners.
• Lettings and Management Lettings, sales, and property management service covering tenants and landlords across the UK portfolio, including services for landlords and the strawberrystar.co.uk portal for property searches. Targeted at individual landlords and tenants.
• Sales (Property Sales) Property buying and selling service including new homes sales, developer services, and properties for sale, supported by the online strawberrystar.co.uk portal and in-person sales offices in London, Singapore, and Hong Kong. Targeted at individual buyers, first-time purchasers, and overseas investors.
• Strawberry Star Homes Volume housing division of Strawberry Star Group focused on delivering high-volume residential schemes in London's commuter belt towns, with a stated target of 4,000 new homes by 2025 across London zones 3-9. Targeted at first-time buyers and commuters seeking affordable new homes.

Named customers3 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core, major and minor.

• JJ Rhatigan & CocoreStrategic or Co-development Partner · 10 February 2021Strategic long-term partnership with Irish construction giant JJ Rhatigan to deliver 2,000 homes with a GDV of £500 million+. JJ Rhatigan appointed as main contractor for Lu2on Phase 1 development. Partnership established following ground-breaking ceremony for Lu2on in July 2019.
• Co-opcoreOthers · 12 August 2020Co-op secured as anchor tenant at Lu2on development, leasing 5,371 sq ft unit fronting Kimpton Road and Luton Airport Parkway Railway Station. Part of £400 million regeneration project.
• Colliers InternationalmajorGTM or Marketing Partner · 16 June 2016Joint property exhibition with Colliers International in Hong Kong (June 16-19, 2016) offering deep insight into London housing market. Hundreds of visitors attended the 4-day exhibition.
• Howard KennedyminorOthers · 18 January 2016Law firm Howard Kennedy advised on creation of Strawberry Star's first property investment fund - £25 million Strawberry Star UK Property Fund LP Inc., with co-investors bringing another £50 million.
• ABP LondoncoreStrategic or Co-development Partner · 13 July 2015Strawberry Star invested tens of millions of pounds into ABP London's £1.7 billion Royal Albert Dock development in return for equity. Partnership to create London's third financial district as an international village for Asian businesses.
• Hub GroupcoreStrategic or Co-development PartnerPartnership with Hub Group for Hoola London E16 development - a 360-unit residential development in Royal Docks. Strawberry Star handles marketing and sales while Hub Group manages development.
• Fraser Property UKmajorStrategic or Co-development PartnerPartnership with Fraser Property UK for 204-unit Sky Gardens development in Nine Elms, London's most happening regeneration region.

Scale indicators14 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Berkeley Group Holdings: UK-listed homebuilder focused on brownfield regeneration in London and South East England, delivering mixed-use and residential-led schemes comparable to Strawberry Star's portfolio. Direct overlap in Nine Elms, Wandsworth, and commuter belt submarkets.
• Crest Nicholson Holdings: UK homebuilder concentrated in southern England, delivering mixed-tenure and family housing across commuter towns similar to Strawberry Star Homes' Luton and Harlow volume housing targets. Comparable product type and geographic focus.
• Mount Anvil: London-focused residential developer building mixed-use schemes and tall buildings in regeneration zones (e.g., Royal Docks, Elephant & Castle) similar to Strawberry Star's Hoola E16 and Sky Gardens. Comparable product mix, customer base, and BTR exposure.
• Quintain: London Build to Rent specialist behind Wembley Park, with a platform model combining development, sales, and BTR operating income that closely mirrors Strawberry Star's Build to Rent / sales hybrid strategy.
• Weston Homes: London and South East residential developer with mixed-use and regeneration projects serving first-time buyers and investors. Comparable mid-market price points and commuter belt development focus.
• Get Living: UK Build to Rent operator focused on large-scale residential assets in London (East Village, Elephant Park). Comparable BTR platform play and operating model to Strawberry Star's Star Living subsidiary.

Broad incumbents

• Notting Hill Genesis: Major London housing association and developer with shared ownership, market rent, and for-sale product. Overlaps with Strawberry Star's first-time buyer and commuter belt segments as a larger, established incumbent.
• Barratt Developments: UK's largest volume homebuilder with London and commuter belt operations. Strawberry Star Homes' volume housing strategy directly competes with Barratt at the first-time buyer price point, evidenced by Barratt being a competitor in Strawberry Star's 2019 award win.
• Redrow: UK volume homebuilder with significant London commuter belt exposure and similar family housing product. Comparable scale of operations and customer segments to Strawberry Star Homes.
• Lendlease: Global developer with UK presence, including large mixed-use regeneration projects. Comparable in regeneration zone strategy (e.g., Elephant & Castle, Stratford) but operates at a much larger scale with broader geographic footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/strawberrystarg
• LinkedInlinkedin.com/company/strawberry-star-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Strawberry Star Group