Croudace Homes Group
Croudace Homes Group is a privately owned, family-controlled UK residential housebuilder founded in 1946, designing and selling new-build homes from affordable First Homes to luxury 6-bedroom properties across nine South East England counties through direct on-site sales and the The Green Collection sustainable sub-brand.
- Company typePrivate
- Founded1946
- HeadquartersCaterham, United Kingdom
- Headcount251–500
- GTM typeB2C
- OfferingHardware or Manufacturing
What Croudace Homes Group does
Croudace Homes Group is a privately owned, family-controlled UK residential housebuilder founded in 1946 and headquartered in Caterham, Surrey. The company designs, builds, and sells new-build homes across nine South East England counties, ranging from affordable First Homes priced from £180,000 to luxury 6-bedroom family homes exceeding £1 million, with a portfolio of approximately 14 active developments including Hermitage Park, Vyne Park, Willowbrook Park, and Warwick Place. Sub-brands include Croudace Partnerships, Croudace Strategic (land), Croudace Portland, Croudace Housing in Partnership (CHiP) for the public sector, and The Green Collection, a sustainability-tier line of EPC A rated homes featuring PV solar slates, Samsung Air Source Heat Pumps, Sunamp heat batteries, MVHR systems, and triple glazing.
The company's core technology is its fabric-first construction approach, designed to meet revised Part L Building Regulations and Future Homes Standard requirements, combined with an in-house design function staffed by RIBA architects and supported by approved training partnerships with CIOB, ICE, CIAT, and RICS. All non-building functions (design, technical, customer care, sales) are retained in-house to maintain quality control across the build lifecycle, supported by a 2-year customer care programme and the standard 10-year NHBC Buildmark warranty.
Croudace operates a direct-to-customer sales-led go-to-market model with on-site marketing suites and show homes open daily at every development, supplemented by an online HomeFinder tool, Stamp Duty Calculator, Croudace Connect customer portal, and a Part Exchange scheme under which the company purchases the buyer's existing property at up to 70% of the new home's value. Revenue is generated entirely through one-time unit sales; the company is privately held, family-owned across three generations (Brotherton-Ratcliffe family, currently chaired by Caspar Brotherton), and does not publish revenue figures.
Croudace Homes Group firmographics
Firmographics- Name
- Croudace Homes Group
- Legal name
- Croudace Homes Group Limited
- Website
- https://croudace.co.uk
- Company type
- Private
- Founded year
- 1946
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Croudace Homes Group is a privately owned, family-controlled UK residential housebuilder founded in 1946, designing and selling new-build homes from affordable First Homes to luxury 6-bedroom properties across nine South East England counties through direct on-site sales and the The Green Collection sustainable sub-brand.
- Ownership category
- akta.pro rank
Croudace Homes Group industry classification
Industry- Product category
- Residential Housebuilding
- NAICS
- New Housing For-Sale Builders (236117)
- SIC
- Land Subdividers & Developers (No Cemeteries) (6552)
- akta.pro primary industry
- Residential Land Development & Subdivision Homebuilding (Build-to-Sell Communities) (IMAFABAL)
- akta.pro secondary industry
- Residential Green / High-Performance Home Construction (Net-Zero, Passive House) (IMAFABAH)
Keywords
Where Croudace Homes Group is headquartered
LocationHeadquarters
- HQ city
- Caterham
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
Croudace Homes Group business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Residential Property Sales: Direct sales of new build residential properties ranging from affordable starter homes and apartments through to luxury 6-bedroom family homes across South East England.
- Part Exchange Scheme: Company purchases customer's existing property as part of the home purchase transaction. Property must have estimated value no more than 70% of new home being purchased.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | The Green Collection - A-rated sustainable homes |
| Unit Pricing | Pay-as-you-go | Hermitage Park, Aylesford - 2-5 bedroom homes |
| Unit Pricing | Pay-as-you-go | White Stork Vale, Storrington - 2-5 bedroom homes |
| Unit Pricing | Pay-as-you-go | The Glade, Didcot - 3-4 bedroom homes |
| Unit Pricing | Pay-as-you-go | Warwick Place, Cheshunt - 2-4 bedroom homes |
| Unit Pricing | Pay-as-you-go | Vyne Park, Basingstoke - 2-4 bedroom homes |
| Unit Pricing | Pay-as-you-go | Millview Meadows, Ringmer - 1-5 bedroom homes |
| Unit Pricing | Pay-as-you-go | The Brooks, Burghfield Common - 3-5 bedroom homes |
| Unit Pricing | Pay-as-you-go | Priory Grove, Oxford - 1-4 bedroom homes and apartments |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
Croudace Homes Group product offering
Product offeringCore offering
Croudace Homes Group designs, builds and sells new build residential properties across South East England, ranging from affordable starter homes and apartments through to luxury 6-bedroom family homes. The company sells directly to homebuyers via on-site marketing suites and show homes, supported by incentives such as Part Exchange, Stamp Duty assistance, and The Green Collection sustainable homes line featuring EPC A-rated specifications.
Product overview
Croudace Homes Group is a residential housebuilder offering new build homes across the South East of England. The company's core product is new build residential properties ranging from affordable starter homes and apartments to luxury 6-bedroom family homes, available across nine counties. Key developments include Willowbrook Park (Didcot), Hermitage Park (Aylesford with phases including Populus, Sorbus, Rosa, The Green Collection, and Viburnum), Vyne Park (Basingstoke with Bluebell Grove phase), and Warwick Place (Cheshunt). Supporting services include Part Exchange (property exchange scheme), Stamp Duty Calculator tool, and Croudace Connect customer portal. The company also operates early careers programmes including graduate, apprenticeship, and undergraduate placement schemes.
Differentiator
Problem solved
Functional benefit
Brands
- Croudace Partnerships: Partnerships division of Croudace Homes Group
- Croudace Strategic
- Croudace Portland
- Croudace Housing in Partnership (CHiP)
- The Green Collection
Products and services
- New Build Homes Core residential product offering of Croudace Homes Group. Croudace builds and sells high-quality new build residential properties across South East England, ranging from affordable starter homes and apartments to luxury 6-bedroom family homes. Properties are available across multiple counties including Berkshire, Buckinghamshire, East Sussex, Hampshire, Hertfordshire, Kent, Oxfordshire, West Sussex and Wiltshire. Designed and constructed in-house using experienced professionals with high-quality materials, fixtures and fittings.
- The Green Collection Sustainable Homes Croudace's first collection of sustainable homes at Hermitage Park, Aylesford, Kent. These A-rated EPC homes feature sustainable technologies including PV solar slates, Samsung air source heat pumps, Sunamp heat batteries, MVHR (Mechanical Ventilation with Heat Recovery) systems, triple glazing, underfloor heating, timber frame construction, eco-bricks, wildlife features and EV charging points. Prices range from The Marden terraced at £399,995 up to The Padworth at £809,995.
- Part Exchange Scheme Croudace Part Exchange service allows customers to buy a new Croudace home by selling their existing property to Croudace. The existing property must have an estimated value no more than 70% of the new home being purchased. Benefits include no agent fees, no chain, no stress and a guaranteed buyer, supporting chain-free moves for customers.
- Early Careers Programmes (Graduate, Apprenticeship and Undergraduate) Croudace offers structured early-careers programmes including a 12-month graduate programme with 3-month job rotations across business disciplines; degree and Modern Apprenticeship programmes with NVQ Level 3 and Level 4 qualifications; and a 12-month undergraduate placement programme providing hands-on experience in the housebuilding industry, supported by structured training and mentorship. Over 11% of the workforce participates in sponsored learning schemes.
Quantifiable outcome
- 14 consecutive years of HBF 5 Star Award for customer satisfaction
- +5 more outcomes
Companies that use Croudace Homes Group
Customer profileNamed customers1 record
Segments5 records
Ideal customer profiles5 records
Croudace Homes Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Croudace Homes Group partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- Future Homes HubcoreCroudace joined the Future Homes Hub as part of commitment to sustainability. The Hub brings together all those involved in home building to achieve climate and environment goals for the sector in line with Government's legally binding net zero and wider environmental targets. Croudace is working on Future Homes Standard, embodied and whole life carbon, zero carbon placemaking, biodiversity net gain, water efficiency, resource efficiency and air quality.
- Chartered Institute of Building (CIOB)minorApproved training partnership with CIOB for professional development of construction and building management staff.
- Institution of Civil Engineers (ICE)minorApproved training partnership with ICE for professional development of civil engineering staff.
- Chartered Institute of Architectural Technologists (CIAT)minorApproved training partnership with CIAT for professional development of architectural technologists.
- Royal Institution of Chartered Surveyors (RICS)minorApproved training partnership with RICS for professional development of surveying staff.
- Home Building Skills PartnershipminorCroudace is committed to the Home Building Skills Partnership which seeks to promote diversity and inclusion within construction industry to attract new recruits, promote continuing skills development and higher levels of training at trade, technical and professional levels.
Scale indicators9 records
Recent moves9 records
Expansion highlights6 records
Croudace Homes Group competitors and assessment
Company assessmentDirect peers
- Keepmoat Homes: UK regional housebuilder focused on family homes and partnerships with housing associations for affordable tenures. Comparable to Croudace on regional build-for-sale model, partnership housing (CHiP equivalent), and mid-market product positioning; privately held and family-influenced.
- Hill Group: Privately owned UK housebuilder with strong South East and Home Counties presence, focused on high-quality residential and partnership developments. Closely comparable to Croudace on regional build-for-sale focus, family ownership, and quality/sustainability positioning.
- Crest Nicholson: UK housebuilder focused on mixed-tenure residential developments across the South of England, including the South East. Comparable to Croudace on regional build-for-sale model, family-ownership heritage, and mid-market to premium product positioning.
- Berkeley Group: London and South East-focused premium UK housebuilder developing new build residential communities. Directly comparable to Croudace on geography (South East England), for-sale build model, and quality positioning, though materially larger in scale and listed on the LSE.
Broad incumbents
- Bellway: National UK housebuilder with a strong South East England regional operation delivering a wide range of new build homes. Comparable in product offering (1-5 bedroom new builds) and customer base, though materially larger and LSE-listed.
- Vistry Group (formerly Bovis Homes/Countryside): UK housebuilder with a substantial partnerships and mixed-tenure division serving housing associations. Comparable to Croudace on affordable/partnerships housing and for-sale build model; Croudace historically partnered with Bovis (Great Ashby JV) and Countryside (Church Langley JV).
- Taylor Wimpey: One of the UK's largest national housebuilders, operating across all regions including the South East. Comparable in core new-build residential product and customer base, though vastly larger in scale, listed, and more diversified geographically.
- Redrow: Premium UK national housebuilder with the Heritage Collection focus on quality design and traditional craftsmanship. Operates across multiple English regions including the South East, offering premium family homes comparable to Croudace's higher-spec product range.
- Barratt Developments: Largest UK housebuilder by volume, with extensive South East operations through the David Wilson Homes brand. Comparable on for-sale residential product and South East geographic overlap, though significantly larger in scale and LSE-listed.
Regional players
- Linden Homes (Vistry brand): Mid-market UK housebuilder brand under Vistry Group with strong South East and South of England presence. Comparable in product (1-5 bedroom family homes), price band, and target customer to Croudace, though owned by a larger listed parent.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights6 records
Customer concentration
Croudace Homes Group social profiles
Digital presenceCroudace Homes Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Croudace Homes Group leadership team
Management profileNumber of profiles
Profiles3 records
Croudace Homes Group subsidiaries and ownership
Company hierarchySubsidiaries1 record
Croudace Homes Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Croudace Homes Group 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 Croudace Homes Group
What does Croudace Homes Group do?
Croudace Homes Group designs, builds and sells new build residential properties across South East England, ranging from affordable starter homes and apartments through to luxury 6-bedroom family homes. The company sells directly to homebuyers via on-site marketing suites and show homes, supported by incentives such as Part Exchange, Stamp Duty assistance, and The Green Collection sustainable homes line featuring EPC A-rated specifications.
Is Croudace Homes Group a public or private company?
Croudace Homes Group is a private company. It is classified as family owned and is currently operating.
When was Croudace Homes Group founded?
Croudace Homes Group was founded in 1946. It employs 251 to 500 people.
Where is Croudace Homes Group based?
Croudace Homes Group is headquartered in Caterham, United Kingdom, in the Europe region.
How does Croudace Homes Group make money?
Two revenue lines are on record. Residential Property Sales are the primary driver. The others are part Exchange Scheme.
Who are Croudace Homes Group's main competitors?
Direct peers on record are Keepmoat Homes, Hill Group, Crest Nicholson and Berkeley Group. Broad incumbents are Bellway, Vistry Group (formerly Bovis Homes/Countryside), Taylor Wimpey, Redrow and Barratt Developments. Linden Homes (Vistry brand) is listed as a regional player.
Does Croudace Homes Group have an API?
No public API is recorded for Croudace Homes Group.
What industry is Croudace Homes Group in?
Croudace Homes Group's product category is Residential Housebuilding. Its primary akta.pro industry code is IMAFABAL, Residential Land Development & Subdivision Homebuilding (Build-to-Sell Communities), with a secondary code of IMAFABAH, Residential Green / High-Performance Home Construction (Net-Zero, Passive House). Its NAICS code is 236117 and its SIC code is 6552.