Reform Projects

What Reform Projects does

Reform Projects is a privately-held, founder-owned premium residential construction company headquartered in Rosebery, NSW, delivering high-end homes, boutique apartment developments, and bespoke renovations across Sydney's premium suburbs and selected NSW regional markets including the Southern Highlands. Founded by Managing Director Carl van Selm alongside directors Nathan Scarf and Alex Swiney — who together bring 40+ years of combined construction experience and over two decades of prior collaboration — the firm operates with a team of approximately 30 professionals spanning design management, construction management, commercial management, estimating, project management, site management, and contracts administration.

The company's service is structured around a FourStep Process methodology covering Cost Planning, Early Contractor Involvement, Design & Construct, and Completion & Delivery, which the firm markets as an end-to-end, director-led model. Each project is handled with director-level oversight and executed under either cost-plus or fixed lump-sum contract structures, with pricing bespoke to each engagement. The product offering comprises luxury single residences (such as Lang Rd, Centennial Park and Monash Crescent, Clontarf), boutique multi-residence apartment developments branded under named projects (Halcyon at Bondi, Contour at Cronulla, IDA at Woolloomooloo, Willowmere at Bowral), and renovations/additions (Boronia Rd, Bellevue Hill).

Reform generates revenue through project-based construction contracts with luxury residential developers (Abadeen, WT Malouf, IPM Property, Aspire DM, Contour Property, Ondas) and high-net-worth homeowners, frequently in collaboration with premier Sydney architecture firms including WMK, PBD, Woods Baggot, Rob Mills, Koichi Takada, Thomas Hamel, and Mathieson Architects. The firm pursues no third-party distribution or reseller channels, relying on direct client engagement, referral networks, and earned media in publications such as Belle Magazine and Best Homes Magazine to sustain its pipeline. No external funding, parent company, or acquisitions are disclosed, and the company remains entirely founder-controlled.

Name

Reform Projects

Legal name

Reform Projects

Website

https://reformprojects.com.au

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Reform Projects is a privately-held, founder-owned premium residential construction firm in Sydney delivering luxury homes, boutique apartment developments, and renovations through an end-to-end FourStep methodology, serving luxury developers and high-net-worth homeowners.

Ownership category

akta.pro rank

Product category

Luxury Residential Construction Services

NAICS

Residential Building Construction (23611), Residential Remodelers (236118)

SIC

General Bldg Contractors - Residential Bldgs (1520)

akta.pro primary industry

Renovation, Remodeling & Tenant Improvements (General Contracting) (IMAFAAAE)

akta.pro secondary industry

Architectural Reconfiguration & Structural Alterations (HSAPAEAB)

Keywords

• Luxury residential construction
• High-end home building
• Premium construction services
• Residential property development
• Custom home construction

Headquarters

HQ city

Rosebery

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Construction Services: Premium residential construction services including new builds, renovations, and extensions. Works on both cost-plus and fixed lump-sum contract bases. Revenue is project-based and one-time per engagement.
2. Design and Construct: End-to-end service engaging architects and managing the construction process on behalf of clients. Streamlined approach with greater collaboration and efficient delivery.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Reform Projects is a premium residential construction company that delivers bespoke luxury homes, multi-storey apartment developments, and high-end renovations across Sydney and regional New South Wales. The company operates a four-step 'concept to completion' methodology covering Cost Planning, Early Contractor Involvement, Design & Construct, and Completion & Delivery, working on either cost-plus or fixed lump-sum contract bases.

Product overview

Reform Projects is a premium residential construction company delivering bespoke high-end properties across Sydney and regional NSW. The company operates as a single unified service offering, utilizing its FourStep Process methodology (Cost Planning, Early Contractor Involvement, Design & Construct, and Completion & Delivery) to deliver projects spanning luxury homes, multi-story apartment developments, and comprehensive renovations. Their portfolio includes named project brands such as Halcyon (Bondi), Contour (Cronulla), IDA (Woolloomooloo), Willowmere (Bowral), and various individual residences. Each project is handled as a distinct offering, typically working with renowned architects and design firms to deliver premium residential outcomes.

Differentiator

Problem solved

Functional benefit

Products and services

• Luxury Residential Construction End-to-end construction and delivery of premium residential properties including luxury homes, multi-storey apartment developments, and high-end renovations across Sydney's premium suburbs and regional NSW. Targeted at property developers and high-net-worth homeowners.
• FourStep Process Services A four-step concept-to-completion methodology comprising Cost Planning, Early Contractor Involvement, Design & Construct, and Completion & Delivery. Offered as a complete end-to-end construction service ensuring no detail is overlooked and projects are delivered on time and within budget.
• Cost Planning Early-stage cost advisory and planning services for residential construction projects, enabling informed budgeting before construction begins.
• Early Contractor Involvement Pre-construction contractor engagement service to align design, budget, and buildability considerations early in the project lifecycle.
• Design and Construct End-to-end design and construction service engaging architects and managing the construction process on behalf of clients with a streamlined, collaborative approach.
• Completion and Delivery Final-stage construction completion and handover service ensuring projects are delivered to the highest quality standards.

Quantifiable outcome

• Award-winning projects recognized by Master Builders Association and Housing Industry Association
• +1 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Eleven partnerships are on record, tiered core and minor.

• WMK ArchitectscoreStrategic or Co-development PartnerArchitecture firm collaboration on IDA Brougham St project (30 residences), which won the Adaptive Re-Use Development of the Year Award in 2019.
• PBD ArchitectscoreStrategic or Co-development PartnerArchitecture firm collaboration on multiple projects including Lower Boyle St Mosman (5 luxury apartments) and Contour Cronulla (9 residences).
• Woods BaggotcoreStrategic or Co-development PartnerArchitecture firm collaboration on Lower Wycombe Rd Neutral Bay project (6 high-end apartments).
• Mathieson ArchitectscoreStrategic or Co-development PartnerArchitecture firm collaboration on Monash Crescent Clontarf project - featured in Belle Magazine April 2026.
• Rob Mills ArchitectscoreStrategic or Co-development PartnerArchitecture firm collaboration on North Steyne Manly project (6 world-class apartments) which won multiple 2024 awards.
• Weir Phillips ArchitectscoreStrategic or Co-development PartnerArchitecture firm collaboration on Lang Rd Centennial Park project (2-storey residential home) which won 2024 MBA Best Use Of Brick Award.
• Thomas Hamel ArchitectscoreStrategic or Co-development PartnerArchitecture firm collaboration on Victoria Rd Bellevue Hill project - an environmentally conscious 3-storey residence.
• Koichi Takada ArchitectscoreStrategic or Co-development PartnerArchitecture firm collaboration on Yugen Vaucluse project (boutique 6-apartment block) and Burge St Vaucluse project.
• Fifth Season LandscapesminorStrategic or Co-development PartnerLandscape architecture firm collaboration on North Steyne Manly project.
• Fifth SeasonminorStrategic or Co-development PartnerLandscape architecture firm collaboration on Monash Crescent Clontarf project.
• Poco DesignscoreStrategic or Co-development PartnerInterior design firm collaboration on Boronia Rd Bellevue Hill renovation and other projects. Testimonial from POCO Designs praising Reform's quality and design vision alignment.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Cockram Construction: Australian construction firm with a dedicated luxury residential division alongside commercial, healthcare, and institutional projects. Overlaps with Reform on premium residential builds but is a broader incumbent with deeper resources.
• Probuild: Major Australian builder with deep presence in residential apartments and mixed-use developments. Overlaps with Reform on premium apartment construction in Sydney and Melbourne, though with a far broader project mix.
• Sekisui House: Japan-headquartered global homebuilder with an Australian residential division active in Sydney and Melbourne. Overlaps with Reform in the premium detached and townhouse segment but operates at far greater scale across multiple price tiers.
• Lendlease: Global Australian-headquartered developer and builder with significant residential apartment operations in Sydney. A much larger incumbent that competes for premium residential briefs, but its scale and product mix differ materially from Reform's boutique model.
• Built: National Australian construction contractor active across residential, commercial, mixed-use, and education. Competes with Reform on luxury residential builds as part of a wider portfolio, with significantly greater scale and capital.
• Roberts Pizzarotti: Australian construction firm delivering commercial, residential, and institutional projects across NSW and Queensland. Competes for premium residential briefs in Sydney while operating as a broader incumbent.

Direct peers

• Domus Homes: Sydney-based bespoke residential builder focused on architect-designed luxury homes and renovations. Competes directly with Reform for high-net-worth homeowners and developer clients in Sydney's premium suburbs.
• Patterson Building Group: Sydney-based luxury residential builder delivering high-end homes and apartments across premium suburbs. Direct competitor to Reform in the same customer segment, geography, and price tier.
• Pivotal Projects: Sydney luxury residential construction firm specialising in architecturally designed homes and apartments. Closely comparable to Reform in service model, client profile, and premium positioning.

Regional players

• Hickory: Melbourne-headquartered luxury and high-density residential builder with a portfolio of architect-designed apartments and homes. Comparable in premium positioning and architect-driven model, but operates primarily in Victoria and thus a regional rather than head-to-head competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/reformprojects
• Instagraminstagram.com/reformprojects

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Reform Projects