Reds10 Developments affordable housing business has launched with a 100 per cent affordable scheme already on site in Merstham, Surrey, combining industrialised construction with an ambition to become a long-term development partner for councils, housing associations and charities across the country.
The new business sits within Reds10 Group, which currently comprises 13 specialist businesses spanning steel fabrication, furniture, fixtures and equipment, and an East Yorkshire manufacturing operation. The group has an established track record delivering modern methods of construction on public-sector projects in defence, education, justice and healthcare. Residential development, however, represents a fresh direction, and the launch of Reds10 Developments forms a central plank of the group’s plan to grow revenue to £500 million.
Merstham scheme sets the programme template for Reds10 Developments affordable housing
The Merstham project, delivered in partnership with Raven Housing Trust, has already moved through the early stages of delivery at pace. According to the Reds10 project page, works started on site in February 2026, with factory manufacturing of the homes commencing in June 2026 and handover scheduled to follow. The scheme received planning approval from Reigate and Banstead Borough Council and involves two- and three-bedroom homes on a constrained brownfield site.
The homes will be manufactured at Reds10’s East Yorkshire factory and delivered on a turnkey basis. From a fabric-and-systems perspective, the specification is credible: each dwelling is designed to achieve EPC A and operational net-zero standards, supported by solar panels, air-source heat pumps, battery storage and electric vehicle charging. That combination positions the homes comfortably within the kinds of operational carbon targets that LETI and the RIBA Sustainable Outcomes Guide call for on new residential stock, without relying on vague net-zero claims: the fabric and mechanical systems are named.
Mark Marsh, senior development manager at Raven Housing Trust, said Reds10’s modular approach had provided “confidence in cost certainty, programme delivery, and quality” on the scheme, as reported by Inside Housing. That kind of registered provider confidence matters: housing associations evaluating offsite procurement increasingly want a single point of accountability that spans land, funding, manufacture and handover, and Reds10 Group’s vertical integration is positioned to offer exactly that.
Leadership team and the case for bringing development and manufacturing under one roof
Reds10 Developments will be led by managing director Richard Fox and director Damon Brown. Fox also leads business development for Reds10 Group’s residential and healthcare sectors. Brown has previously held senior roles at L&G Capital, Essential Living and Bam Construct UK, giving the new business a leadership pairing with both development finance and contracting experience.
Fox set out the rationale in direct terms: “The housing crisis demands a different approach. Reds10 Developments combines development expertise with industrialised construction to unlock sites, reduce risk and deliver high-quality, affordable homes more efficiently. By bringing development, funding and manufacturing together within one group, we can give partners greater confidence on cost, programme and delivery.”
The strategic logic is straightforward. Many offsite housing schemes falter at the interface between the developer’s programme, the funder’s requirements and the manufacturer’s production schedule. By integrating all three within a single group structure, Reds10 is seeking to compress the risk transfer that typically causes cost overruns and programme slippage on constrained brownfield sites of the kind Merstham represents.
Reds10 Group chief executive Paul Ruddick said the development arm would allow the company to take responsibility for projects “from the land right through to the finished home,” adding that he was “confident they will build a business that creates lasting value for partners, communities and the people who will live in these homes.” The group says several partnerships are at an advanced stage of negotiation, with the initial focus on apartments based on a common factory-built platform, before the pipeline broadens to other residential typologies.
