Hurbana
Hurbana is a privately held Brazilian urban developer (founded 1999, rebranded 2023) that builds LEED-certified mixed-use neighborhoods, pedestrian commercial streets, vertical condominiums, and residential subdivisions across Santa Catarina using New Urbanism principles, selling units through concept-store showrooms to families, investors, and corporate tenants.
- Company typePrivate
- Founded1999
- HeadquartersPalhoça, Brazil
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Hurbana does
Hurbana Empreendimentos Imobiliários S/A is a privately held Brazilian urban development firm headquartered in Palhoça, Santa Catarina, founded in 1999 by the Gomes family as Grupo Pedra Branca and rebranded to Hurbana in 2023. The company develops mixed-use real estate across a proprietary four-scale system — Cidades-Bairros (planned neighborhoods such as the flagship Cidade Criativa Pedra Branca, planned for 40,000 residents/30,000 workers/10,000 students), Passeios (pedestrian-priority open-air commercial streets), Pátios (vertical mixed-use condominiums with LEED-certified buildings), and Reservas (single-family lot subdivisions) — applying New Urbanism and Placemaking principles grounded in over 25 years of demonstrated execution. Revenue is generated primarily through one-time real estate sales (lot and unit sales at launch and delivery), supplemented by managed-services revenue from subsidiary Passeio Endereços (commercial mix curation and urban management), hospitality income via the Xtay partnership (Atrium Studios short/long-stay), and ecosystem operations. The company sells through five physical concept stores/showrooms across Palhoça, Florianópolis, and Joinville, supported by website lead capture, content marketing (blog, SEO, social media), and continuous cultural programming (over 1,000 events in 10 years at Passeio Pedra Branca, including FLIC literary festival). Customer segments span middle to upper-middle-income families, real estate investors, corporate and technology tenants (e.g., ACATE, Softplan), and — newly — active seniors through the Dom Senior Living partnership. The firm is owner-operated by the Gomes family under horizontal governance, with no disclosed external institutional capital; the same family controls Ceramica Portobello and Multilog as separate entities, providing implicit balance-sheet backing.
Hurbana firmographics
Firmographics- Name
- Hurbana
- Legal name
- HURBANA EMPREENDIMENTOS IMOBILIARIOS S/A
- Website
- https://hurbana.com
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Hurbana is a privately held Brazilian urban developer (founded 1999, rebranded 2023) that builds LEED-certified mixed-use neighborhoods, pedestrian commercial streets, vertical condominiums, and residential subdivisions across Santa Catarina using New Urbanism principles, selling units through concept-store showrooms to families, investors, and corporate tenants.
- Ownership category
- akta.pro rank
Hurbana industry classification
Industry- Product category
- Master-Planned Real Estate Development
- NAICS
- Land Subdivision (2372), New Housing For-Sale Builders (236117), Residential Building Construction (2361)
- SIC
- Land Subdividers & Developers (No Cemeteries) (6552), Real Estate Dealers (For Their Own Account) (6532)
- akta.pro primary industry
- Residential Land Development & Subdivision Homebuilding (Build-to-Sell Communities) (IMAFABAL)
- akta.pro secondary industries
- Retail & Mixed-Use Commercial Construction (IMAFACAB), Multi-Family Residential Construction (Apartments, Condos, Townhomes) (IMAFABAB)
Keywords
Where Hurbana is headquartered
LocationHeadquarters
- HQ city
- Palhoça
- HQ country
- Brazil
- HQ region
- Latin America
Offices5 records
Markets served
Hurbana business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Real Estate Development and Sales: Hurbana develops and sells residential and commercial real estate across four product scales: Cidades-bairros (planned neighborhoods with ~2,500 residential lots and mixed-use spaces), Passeios (open-air shopping streets with commercial operations), Pátios (vertical mixed-use condominium units), and Reservas (low-density residential lot subdivisions). Revenue is generated through unit/lot sales at launch and upon delivery. The company operates on a land-banking and vertical development model, launching phases progressively as neighborhoods mature.
- Urban Management and Mix Curation Services: Through subsidiary Passeio Endereços, Hurbana manages the commercial mix of its Passeios, curating tenant compositions and providing property management services for commercial units and office buildings. This generates ongoing management fees and strengthens the ecosystem of each address.
- Short and Long Stay Hospitality: Via the Atrium Studios by Xtay partnership, Hurbana participates in hospitality revenue from short- and long-stay accommodations in its commercial buildings, converting office space into serviced apartments.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Visit scheduling and sales inquiry system — no public pricing tiers listed |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
Hurbana product offering
Product offeringCore offering
Hurbana develops and sells innovative real estate projects at four complementary urban scales: Cidades-Bairros (planned neighborhood cities), Passeios (open-air mixed-use shopping streets with active facades), Pátios (vertical mixed-use condominiums), and Reservas (single-family lot communities). The company applies New Urbanism and Placemaking principles to create walkable, mixed-use environments in Santa Catarina, Brazil, anchored by LEED-certified construction and self-operated infrastructure.
Product overview
Hurbana - Cidade Para Pessoas is a real estate development company that develops innovative urban projects at four complementary scales: Cidades-Bairros (planned neighborhood cities), Passeios (open-air mixed-use streets/centers), Pátios (vertical mixed-use condominiums), and Reservas (single-family lot condominiums). The company operates primarily in Santa Catarina, Brazil, with flagship developments including Cidade Criativa Pedra Branca in Palhoça, Cidade das Águas in Joinville, and expansion projects in Criciúma. Supporting services include water/sewage systems, urban management through Passeio Endereços, and community development via Instituto Pedra Branca. The portfolio emphasizes pedestrian priority, active facades, sustainability (LEED certifications), and the principles of New Urbanism.
Differentiator
Problem solved
Functional benefit
Products and services
- Cidades-Bairros Planned urban neighborhoods that are compact, dense, sustainable, and pluralist, where living, working, studying, and leisure happen within walking distance. New urban centralities serving as complete urban ecosystems.
- Cidade Criativa Pedra Branca The flagship planned neighborhood in Palhoça, Santa Catarina, designed for 40,000 residents, 30,000 workers, and 10,000 students. Contains 2,500 companies representing 30% of Palhoça's GDP.
- Cidade das Águas First planned neighborhood in Joinville, developed with Grupo CRH, featuring water and nature as central elements with 250,000 square meters area (30% built, 50% for social gathering points).
- Passeios Main streets with calmed traffic prioritizing pedestrians, then bicycles, then automobiles. Open-air shopping, leisure, and convivence centers featuring active facades.
- Passeio Pedra Branca The first open-air shopping center in Brazil, connecting the university to the central plaza with dozens of gastronomic, commercial, service and leisure operations. Features tree-lined sidewalks, underground cabling, LED lighting, and monitored security.
- Passeio Primavera Mixed-use complex on SC-401 Innovation Route in Florianópolis, integrating sustainability, creativity, technology and convivence. Home to ACATE Innovation Center, Mercadoteca Floripa, and Primavera Office.
- Passeio Sapiens
Quantifiable outcome
- 40,000 residents, 30,000 workers, 10,000 students planned for Cidade Criativa Pedra Branca — creating a self-sustaining urban ecosystem
- +5 more outcomes
Companies that use Hurbana
Customer profileNamed customers7 records
Segments4 records
Ideal customer profiles4 records
Hurbana technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Hurbana partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core, flagship and minor.
- DomcoreHurbana partnered with senior living operator Dom to launch Dom Senior Living within the Cidade Criativa Pedra Branca. The project targets third-age residents with complete infrastructure for housing, gastronomy, and healthcare services. Designed by NTN Associados and Mantovani e Rita Arquitetura.
- Grupo CRH (família Hansen)flagshipHurbana partnered with Grupo CRH (família Hansen) to develop Cidade das Águas, the first planned neighborhood in Joinville, Santa Catarina. The 250,000 m² project is based on New Urbanism principles with a focus on the arts, including a donated block for the Musicarium music academy and concert hall. Maximo Rumis of Keystone led the masterplan.
- SoftplancoreHurbana partnered with Softplan to develop Passeio Sapiens within Sapiens Parque technology park in Northern Ilha de Florianópolis. The project involves the revitalization of an existing building to bring urban life and a multi-use complex to the technology park area.
- Instituto Pedra BrancaflagshipThe Instituto Pedra Branca was founded in 2023 as Hurbana's social impact vehicle, focusing on improving cities for people through urban regeneration projects. Its first major initiative was the urban regeneration of the Frei Damião neighborhood in Palhoça, in partnership with the municipal government, involving street paving and other transformations.
- XtaycoreHurbana partnered with Proptech Xtay to convert the Atrium Office commercial building into Atrium Studios — a short- and long-stay serviced apartment offering. The 100% digital operation uses mobile app check-in and smart home technology. Xtay operates the hospitality units while Hurbana retains the real estate asset.
- Família Fluck Vieira (FFV)coreFFV partnered with Hurbana to develop Pátio Civitas (launched 2017, delivered 2020) and Pátio das Artes (launched 2023) — mixed-use residential and commercial projects within the Cidade Criativa Pedra Branca. FFV brought entrepreneurial expertise in large-scale projects including Quinta da Baronesa and Shopping Villa Lobos in São Paulo.
- Inaitec (Instituto de Apoio à Inovação, Incubação e Tecnologia de Palhoça)coreInaitec was founded as a partnership between Pedra Branca, UNISUL, the Municipality of Palhoça, and the Palhoça Business Association (ACIP) to support innovation, incubation, and technology in Palhoça.
- Clinton Climate Initiative (Clinton Foundation)flagshipHurbana (as Pedra Branca) was invited by the Clinton Foundation to join the Climate Positive Program in 2009, becoming the first South American representative among 14 global projects selected for sustainable urban development. The company also participated in the C40 Large Cities Climate Leadership Group meeting in Seoul, Korea in the same year, positioning its urban model as a reference for climate-positive development.
- Espírito Santo Property Brasil (ESPB)minorPartnership with ESPB, the Brazilian real estate arm of Portugal's largest financial group Grupo Espírito Santo, for the development of the new centrality of Cidade Pedra Branca. The partnership was discontinued in 2016.
- US Green Building Council (USGBC) and Green Building Council Brasil (GBC Brasil)corePedra Branca affiliated with both the USGBC (2005, attending Greenbuild in Atlanta) and GBC Brasil (2007), adopting LEED certification standards for its building projects. This partnership established Hurbana's sustainability credentials and introduced New Urbanism principles through contact with Andrés Duany (Duany and Plater-Zyberk) at the Greenbuild conference.
Scale indicators9 records
Recent moves13 records
Expansion highlights6 records
Hurbana competitors and assessment
Company assessmentMarket position
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Hurbana social profiles
Digital presenceHurbana compliance and trust
Trust signalCompliance1 record
Hurbana financial estimates
Financial estimateRevenue estimate
Valuation estimate
Hurbana leadership team
Management profileNumber of profiles
Profiles2 records
Hurbana subsidiaries and ownership
Company hierarchySubsidiaries4 records
Hurbana funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Hurbana 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 Hurbana
What does Hurbana do?
Hurbana develops and sells innovative real estate projects at four complementary urban scales: Cidades-Bairros (planned neighborhood cities), Passeios (open-air mixed-use shopping streets with active facades), Pátios (vertical mixed-use condominiums), and Reservas (single-family lot communities). The company applies New Urbanism and Placemaking principles to create walkable, mixed-use environments in Santa Catarina, Brazil, anchored by LEED-certified construction and self-operated infrastructure.
Is Hurbana a public or private company?
Hurbana is a private company. It is classified as family owned and is currently operating.
When was Hurbana founded?
Hurbana was founded in 1999. It employs 51 to 100 people.
Where is Hurbana based?
Hurbana is headquartered in Palhoça, Brazil, in the Latin America region.
How does Hurbana make money?
Three revenue lines are on record. Real Estate Development and Sales are the primary driver. The others are urban Management and Mix Curation Services and short and Long Stay Hospitality.
Does Hurbana have an API?
No public API is recorded for Hurbana.
What industry is Hurbana in?
Hurbana's product category is Master-Planned Real Estate Development. Its primary akta.pro industry code is IMAFABAL, Residential Land Development & Subdivision Homebuilding (Build-to-Sell Communities), with a secondary code of IMAFACAB, Retail & Mixed-Use Commercial Construction. Its NAICS code is 2372 and its SIC code is 6552.