Ashberry Homes

What Ashberry Homes does

Ashberry Homes is a UK residential property developer operating as a trading division of Bellway Homes Limited, itself a wholly-owned subsidiary of Bellway p.l.c., a publicly listed company on the London Stock Exchange. The company develops and sells newly built 3- to 5-bedroom houses across 15 regional divisions covering England, Scotland, and Wales, with on-site sales offices at each development and dedicated regional division offices in cities including Newcastle upon Tyne (group headquarters, Woolsington), Houghton le Spring, Leicester, Cambourne, Chelmsford, Warrington, Gateshead, Ruislip, Liverpool, Milton Keynes, Livingston, Hamilton, Ringwood, Tamworth, and Leeds. Its portfolio includes 16+ named house types at flagship developments such as Chellaston Fold in Derbyshire (priced from £293,500 to £670,000), with site-level pricing across all developments ranging from £80,000 to £2,500,000. Core technical features comprise energy-efficient construction claimed to deliver up to 50% utility savings versus older properties, NHBC-backed 10-year warranties, and integrated future-focused technologies including Honeywell smart heating thermostats, EV charging points, and rooftop Solar PV panels. Sub-brands Artisan and Artisan Life denote premium specification tiers. The company operates a hybrid go-to-market model combining property portal listings on Rightmove and Zoopla, paid digital advertising through Google and Microsoft, dedicated direct sales advisors at each development, and an owned e-commerce-style storefront at ashberryhomes.co.uk. Revenue is generated primarily through one-time unit sales, supplemented by margin from the Personal Touch customisation add-on and £350 commissions from the New Homes Mortgage Helpline referral channel. Buyer-side product offerings include the 105% Home Exchange scheme, Assisted Move, Ready When You Are chain-free homes, and participation in government-backed Help to Buy Wales and Forces Help to Buy programmes. Ashberry Homes operates under a long-announced five-year transition plan under which all homes will ultimately be sold under the Bellway name.

Name

Ashberry Homes

Legal name

Bellway Homes Limited

Website

https://ashberryhomes.co.uk

Company type

Private

Operating status

Operating

Short description

Ashberry Homes is a UK residential property developer and trading division of Bellway Homes Limited, building and selling 3-5 bedroom new-build homes across 15 regional divisions in England, Scotland, and Wales through on-site sales offices, property portals, and its own website.

Ownership category

akta.pro rank

Product category

Residential Real Estate Development

NAICS

Residential Building Construction (2361)

akta.pro primary industry

Multi-Family Residential Construction (Apartments, Condos, Townhomes) (IMAFABAB)

akta.pro secondary industries

Residential Green / High-Performance Home Construction (Net-Zero, Passive House) (IMAFABAH), Residential Affordable Housing Development & Construction (IMAFABAI)

Keywords

• Residential property development
• New build homes
• House building
• Energy efficient homes
• Property sales

Headquarters

HQ city

Newcastle Upon Tyne

HQ country

United Kingdom

HQ region

Europe

Offices15 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Home Sales: Primary revenue from selling newly built residential properties directly to buyers. Homes range from 3 to 5 bedrooms across various UK developments. One-time purchase transactions with prices typically ranging from £293,500 to £670,000 for standard plots.
2. Personal Touch Upgrades: Revenue from optional fixtures and finishes selected by buyers during the purchase process. Sales advisors present available customisation options at each development.
3. Mortgage Referral Commission: Commission of £350 received when a customer completes on a mortgage arranged through New Homes Mortgage Helpline, a trading name of The New Homes Group Limited.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Ashberry Homes builds and sells new build residential homes (3-5 bedrooms) across 15 regional divisions covering England, Scotland and Wales. Homes are offered with premium Artisan specification, energy-efficient construction delivering up to 50% utility bill savings, Personal Touch customisation of fixtures and finishes, and integrated future-focused technologies such as EV charging, solar PV and smart thermostats. The company supports purchases through supplementary services including 105% Home Exchange, Assisted Move, Ready When You Are chain-free homes, Help to Buy Wales, and Forces Help to Buy.

Product overview

Ashberry Homes is a UK residential property developer and trading division of Bellway Homes Limited, offering new build homes across England, Scotland, and Wales. The company provides a portfolio of 3, 4, and 5-bedroom homes under their Artisan and Artisan Life specifications, with house types named after flowers (Valerian, Ophelia, Angelica, Gardenia, Aster, Dahlia, Daisy, Jasmine, Myrtle, Campanula, Verbena, Lysander, Foxglove, Tuscany). The product offering also includes supplementary buyer programs such as Help to Buy (Wales and Forces), 105% Home Exchange, Assisted Move, and Ready When You Are homes. Additionally, the company offers future-focused technology features including EV charging, smart thermostats, and solar PV panels. Ashberry Homes operates through multiple regional divisions across the UK.

Differentiator

Problem solved

Functional benefit

Brands

• Artisan: Premium specification range featuring high-end fixtures and finishes for new homes.
• Artisan Life

Products and services

• New Build Homes (Chellaston Fold) A development of 3, 4 and 5-bedroom new build homes in Derbyshire offered with Ashberry's premium Artisan and Artisan Life specifications, with prices ranging from £293,500 to £670,000.
• The Valerian (3-bedroom semi-detached home) Entry-level 3-bedroom semi-detached home at Chellaston Fold priced from £293,500, built to the Artisan Life specification.
• The Ophelia (4-bedroom detached home) 4-bedroom detached family home at Chellaston Fold priced from £414,995 with spacious family accommodation.
• The Angelica (4-bedroom detached home) 4-bedroom detached home at Chellaston Fold priced from £419,995, part of the Artisan Life specification range.
• The Gardenia (4-bedroom detached home) 4-bedroom detached home at Chellaston Fold priced from £429,250 with contemporary family living layouts.
• The Aster (4-bedroom detached home) 4-bedroom detached home at Chellaston Fold priced from £455,000, with open-plan kitchen, dining and family area, four double bedrooms and en-suite to bedrooms 1 and 2.
• The Dahlia (5-bedroom detached home) 5-bedroom detached home at Chellaston Fold priced from £670,000, with bi-fold doors to rear garden, ground-floor study and en-suites to bedrooms 1 and 2.
• The Daisy (3-bedroom detached home) Double-fronted 3-bedroom detached home at Chellaston Fold with French doors to garden and modern family bathroom.
• The Tuscany (4-bedroom detached home) 4-bedroom detached home at Chellaston Fold with open-plan kitchen, family and dining area, French doors, integrated kitchen appliances, utility room, study and en-suite to bedroom 1.
• The Jasmine (4-bedroom detached home) 4-bedroom detached home at Chellaston Fold featuring bay windows to the living room and bedroom 1, with an open-plan kitchen, family and dining room.
• The Myrtle (4-bedroom detached home) 4-bedroom detached home at Chellaston Fold with integral garage, open-plan kitchen and dining area and French doors to the rear garden.
• The Campanula (4-bedroom semi-detached home) 4-bedroom semi-detached home spread across three storeys at Chellaston Fold, with front-facing kitchen, open-plan living and dining area and a second-floor shower room.
• The Verbena (3-bedroom detached home) 3-bedroom detached home at Chellaston Fold featuring an open-plan kitchen, family and dining room with dual-aspect living room.
• The Lysander (3-bedroom detached home) 3-bedroom detached double-fronted home at Chellaston Fold featuring two sets of French doors, a separate living room and a modern family bathroom.
• The Foxglove (3-bedroom detached home) 3-bedroom detached home at Chellaston Fold with a characteristic exterior facade, two sets of French doors to the rear garden and chrome-finish brassware to the bathrooms.
• Personal Touch Optional customisation programme allowing buyers to select expert-fitted fixtures and finishes for their new Ashberry home before move-in, with sales advisors presenting available options at each development.
• Ready When You Are homes Chain-free new build homes available with potential savings, designed for quicker move-in (potentially as little as six weeks) with incentives on selected plots.
• 105% Home Exchange Home exchange scheme where Ashberry Homes will purchase a buyer's current property at 5% above its independently assessed value when they buy a new-build Ashberry home.
• Assisted Move Home-selling assistance programme where Ashberry Homes helps buyers sell their existing property to facilitate purchasing a new Ashberry home.
• Own New Rate Reducer Mortgage rate reduction scheme designed to help buyers secure more favourable mortgage terms when purchasing a new Ashberry home.
• Help to Buy - Wales Government-backed equity loan scheme enabling purchase of new-build homes in Wales up to £300,000 with just a 5% deposit, interest-free for the first five years, with final application date 30 September 2026.
• Forces Help to Buy Permanent government-backed scheme enabling British Armed Forces service personnel to borrow up to 50% of salary (max £25,000) interest-free towards a new-build home purchase.

Quantifiable outcome

• Up to 50% savings on utility bills compared to older properties
• +3 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Six partnerships are on record, tiered core.

• National House Building Council (NHBC)coreOthersNHBC provides 10-year warranty and insurance protection for all Ashberry homes, covering structural defects and providing consumer protection for homebuyers.
• Home Buyers Foundation (HBF)coreOthersAshberry Homes is a member of the Home Buyers Foundation, displaying their certification mark on the website as part of quality assurance for homebuyers.
• New Homes Quality Code (NHQC)coreOthersAshberry Homes participates in the New Homes Quality Code, an industry code of practice for new build home developers, demonstrating commitment to quality standards.
• Rightmove and ZooplaChannel Partner/ Reseller/ DistributorProperty listing portals where Ashberry Homes advertises available properties, reaching property seekers actively searching for new homes.
• UK Government (Help to Buy Wales)coreOthersGovernment-backed equity loan scheme allowing buyers to purchase with just 5% deposit. Government lends up to 20% of property cost interest-free for 5 years. The scheme has been extended with final completion date of 30 September 2026.
• UK Government (Forces Help to Buy)coreOthersPermanent government scheme enabling service personnel to borrow up to 50% of salary (max £25,000) interest-free for property purchase. Over 27,500 personnel have used the scheme since its inception.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Regional players

• Keepmoat Homes: Keepmoat Homes is a regional UK housebuilder with strong presence in the North of England and Midlands, directly overlapping with several of Ashberry's 15 regional divisions including Durham, Yorkshire, and East Midlands. The company competes primarily on volume mid-market family homes in comparable geographic territories.
• Avant Homes: Avant Homes is a private UK housebuilder operating across the Midlands, North of England, and Scotland with a similar mid-market family home positioning to Ashberry. The company's geographic footprint overlaps with several Ashberry regional divisions including East Midlands, Yorkshire, North East, and Scotland.

Direct peers

• Vistry Group: Vistry Group is a UK housebuilder formed through the merger of Bovis Homes and Galliford Try's housing division, operating nationwide new-build developments directly comparable to Ashberry's product range. Vistry has a particularly strong presence in partnerships with housing associations, partially overlapping with Ashberry's Help to Buy participation.
• Persimmon plc: Persimmon is a major UK housebuilder with a nationwide footprint of new-build developments directly comparable to Ashberry's geographic coverage. Persimmon competes across similar price points and buyer segments, including first-time buyers and family home movers, with a particularly strong value-brands positioning.
• Berkeley Group: Berkeley Group is a London-focused housebuilder that also operates across the South East and Home Counties, competing in the premium new-build segment that overlaps with Ashberry's Artisan range. Berkeley is particularly relevant for the higher-value developments within Ashberry's £80,000 to £2.5 million portfolio.
• Crest Nicholson: Crest Nicholson is a UK housebuilder focused on family homes across the South of England with significant geographic overlap to Ashberry's Wessex, Essex, and Northern Home Counties divisions. The company competes in similar mid-market family housing segments with comparable specifications.
• Barratt Developments: Barratt is one of the UK's largest housebuilders and a direct competitor to Ashberry in the new-build residential market across England, Scotland, and Wales. Barratt operates similar 3-5 bedroom family home portfolios and benefits from greater scale, larger land bank, and broader geographic reach.
• Taylor Wimpey: Taylor Wimpey is one of the UK's largest residential developers operating across England, Scotland, and Wales with comparable 3-5 bedroom family home offerings. The company targets similar buyer segments and competes in overlapping regional markets with Ashberry, with comparable investment in energy-efficient construction.
• Redrow plc: Redrow is a UK housebuilder focused primarily on family-oriented premium new-build homes with significant overlap to Ashberry's higher-specification Artisan range. Both companies target family buyers seeking quality new-build homes in desirable regional locations, with comparable heritage-style design positioning.

Broad incumbents

• Bellway p.l.c. Bellway is the publicly listed parent company of Ashberry Homes and operates its own divisions across the UK offering similar new-build homes to first-time buyers, families, and investors. As the parent brand that is absorbing Ashberry over the next five years, Bellway is the most directly comparable entity in terms of product range, customer base, and geographic coverage.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

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 Ashberry Homes