What Roulston does

Roulston is a privately owned residential property developer founded in 2013 by Founding Director Rollo Wright and headquartered at 88 High Street, Windsor, Victoria, Australia. The company develops high-end residential property in Melbourne's Stonnington area — primarily across Armadale, Malvern, and Malvern East — and serves two named customer segments: downsizers seeking low-maintenance homes that retain the luxuries of an established residence, and families searching for premium houses and house-sized apartments. Roulston has self-positioned as 'Stonnington Specialists' and reports helping more than 100 families find homes across a decade of operation. The firm runs a lean team (11–50 employees) and increasingly operates with co-development partners when scaling larger projects.

The product portfolio is a series of individually branded, address-anchored developments rather than a repeatable platform: ten named projects spanning Hume Armadale (2014), Autun Malvern East (2016), Leopold Stonnington (2017), Gramercy Armadale (2018), Pelham Armadale (2019), Nyora St (2021), Gladstone Armadale (2023), Malvern Gardens (2026), and Central Park (currently selling). Each is a boutique collection of two- and three-bedroom residences. There is no proprietary software or technology stack disclosed; the technical 'build' is real-estate specific — land acquisition in premium Stonnington locations, design through repeat partner Ewert Leaf (architecture) and Jack Merlo (landscape), and construction for direct sale. Differentiation rests on design sophistication, location, and floor plans that are explicitly larger than local averages.

Revenue is generated through one-time property sales realized on settlement, with each project representing a discrete revenue event. Roulston deploys its own balance sheet on smaller projects (e.g., Nyora St) and brings in co-development partners for larger schemes: Buxton Group on Malvern Gardens, Moda and Salta Capital (capital) on Central Park. Go-to-market is direct-to-consumer via roulston.com.au, project-specific microsites (centralparkresidences.com.au, malverngardens.com.au), LinkedIn, and Instagram, with all inquiries routed through a single phone line (+61 417 344 442) and [email protected]. Property pricing is not publicly disclosed and is quoted upon inquiry, consistent with a small-batch, white-glove sales model.

Name

Roulston

Legal name

Roulston

Website

https://roulston.com.au

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Roulston is a privately owned Melbourne-based residential property developer founded in 2013, building boutique, design-led apartments and homes in Melbourne's Stonnington area for downsizers and families seeking premium product.

Ownership category

akta.pro rank

Product category

Residential Property Development

NAICS

Real Estate (531)

SIC

Land Subdividers & Developers (No Cemeteries) (6552)

akta.pro primary industry

Residential Investment Property Brokerage (SFR/Small Multifamily) (BPAJAAAE)

akta.pro secondary industry

Real Estate Advisory & Consulting (Strategy, Portfolio & Location) (FSAEAJAH)

Keywords

• Residential property development
• Luxury apartment construction
• Boutique home building
• Stonnington real estate
• Custom residential projects

Headquarters

HQ city

Prahran

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales

Revenue model

1. Residential Property Sales: Roulston generates revenue through the development and sale of residential properties. The company acquires land, commissions architectural design, and constructs high-quality residential developments that are sold to buyers. Revenue is realized upon property settlement/completion.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Roulston is a privately owned residential property developer that acquires land in Melbourne's Stonnington area, commissions architectural design through partners like Ewert Leaf and Jack Merlo, constructs high-quality residential developments (apartments and residences), and sells them directly to buyers. The company's portfolio spans house-sized apartments, boutique residence collections, and standalone homes in Armadale, Malvern, Malvern East, and surrounding suburbs, with a focus on sophisticated design, prime locations, and larger-than-average floor plans.

Product overview

Roulston is a privately owned residential property development business founded in 2013, specializing in high-quality, sophisticated properties in Melbourne's Stonnington area. The company operates as a single-brand property developer offering a portfolio of residential projects including apartments and houses. Their product portfolio consists of individual named developments: Central Park (house-sized apartments currently for sale), Malvern Gardens (upcoming elegant residences), and completed projects including Gladstone Armadale, Nyora St, Pelham Armadale, Gramercy Armadale, Leopold Stonnington, Autun Malvern East, and Hume Armadale. Projects are developed in collaboration with design studios Ewert Leaf and Jack Merlo, and development partners Buxton Group and Salta Capital.

Differentiator

Problem solved

Functional benefit

Products and services

• Central Park A collection of house-sized apartments in Malvern East developed by Roulston in collaboration with Moda and designed by Ewert Leaf (architecture) and Jack Merlo (landscape), featuring park-front settings and city skyline views; targeted at downsizers seeking low-maintenance luxury.
• Malvern Gardens A series of elegant residences in Malvern developed by Roulston in partnership with Buxton Group, Ewert Leaf, and Jack Merlo, representing a decade-long commitment to quality in Stonnington.
• Gladstone Armadale A boutique collection of spacious two and three-bedroom residences in Armadale featuring refined artistry and sophisticated minimalist finishes.
• Nyora St Residential property development at 1a Nyora St in the Stonnington area, completed in 2021.
• Pelham Armadale Residential development at 54/56 Wattletree Rd, Armadale featuring generous, liveable and functional home spaces designed by Ewert Leaf.
• Gramercy Armadale Residential property at 70 Wattletree Rd, Armadale, completed in 2018.
• Leopold Stonnington Residential development at 18-20 Leopold St, Stonnington, completed in 2017.
• Autun Malvern East Residential property at 72-76 Serrell St, Malvern East, completed in 2016.
• Hume Armadale Residential property at 3/3a Hume St, Armadale, completed in 2014.

Quantifiable outcome

• Over 100 families helped to find their dream home over a decade
• +1 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core.

• Buxton GroupcoreStrategic or Co-development PartnerBuxton Group is a trusted development partner collaborating with Roulston on major projects. They are working together on Central Park (Malvern East) and Malvern Gardens projects, bringing combined expertise in property development and delivery.
• Ewert LeafcoreStrategic or Co-development PartnerAward-winning design studio Ewert Leaf serves as the design partner for multiple Roulston projects including Central Park, Malvern Gardens, Pelham, and other developments. The firm provides architectural design and landscape architecture services.
• Jack MerlocoreStrategic or Co-development PartnerJack Merlo is a landscape design studio collaborating with Roulston on projects including Central Park and Malvern Gardens, providing landscape architecture expertise to create cohesive outdoor spaces.
• ModacoreStrategic or Co-development PartnerModa is collaborating with Roulston on the Central Park project, representing a significant milestone in the industry partnership between the two companies.
• Buxton GroupcoreStrategic or Co-development PartnerBuxton Group is a co-development partner for Malvern Gardens, working alongside Roulston, Ewert Leaf, and Jack Merlo to deliver standalone quality homes to Stonnington.

Scale indicators3 records

Recent moves5 records

Expansion highlights3 records

Broad incumbents

• Stockland: ASX-listed Australian residential developer and land lease operator with a national portfolio. Comparable as a residential developer serving owner-occupiers, though Stockland operates across broader market segments and geographies versus Roulston's premium-niche focus.
• Mirvac Group: ASX-listed Australian property group with a significant residential development pipeline across Melbourne and other major cities. Comparable to Roulston as a residential developer serving owner-occupiers and downsizers, but at vastly larger scale and with a national footprint.
• Peet Limited: ASX-listed Australian residential developer and land developer with operations across multiple states. Comparable as an established residential developer, though Peet operates at much larger scale and primarily in greenfield master-planned communities rather than infill premium stock.
• Lendlease: Global ASX-listed developer with substantial residential, commercial, and retirement living operations in Melbourne. Comparable as a major Melbourne residential developer with multi-sector exposure matching Rollo Wright's prior experience, though vastly larger and more diversified.
• Villa World: ASX-listed residential developer focused on housing in growth corridors of Australia's east coast. Comparable as a listed residential developer, though Villa World's product and customer base skew toward volume-built housing rather than Roulston's premium bespoke positioning.
• MAB Corporation: Privately held Melbourne-based property group with a broader portfolio spanning residential, commercial, and retail developments. Comparable to Roulston as a Melbourne-focused developer with multi-sector exposure, but operates at significantly larger scale.
• Cedar Woods Properties: ASX-listed Australian residential developer with projects across Western Australia, Victoria, and Queensland. Comparable as a listed residential developer, though Cedar Woods operates at significantly larger scale and broader geographic footprint than Roulston.

Direct peers

• Milieu Property: Boutique Melbourne developer focused on architectural, design-led apartments in inner-city and bayside suburbs. Comparable to Roulston in product positioning, project cadence, and target buyer (downsizers and design-conscious owner-occupiers).
• Neometro: Boutique Melbourne-based residential developer specializing in design-led, mid-to-high-density apartments in inner suburbs. Highly comparable to Roulston in scale, design-led positioning, and Melbourne focus, though it serves a slightly broader geographic footprint.
• Bensons Property Group: Melbourne-based boutique residential developer with a long-standing reputation for quality townhouse and apartment projects in premium inner suburbs. Closely comparable to Roulston's boutique, design-led, premium-segment model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/roulston

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Roulston