New force in county homebuilding unveiled

A new name in homebuilding in Shropshire and Mid Wales has been launched with a flagship 173-home development in Shrewsbury.

Sweetlake Meadow, off Longden Road, has recently begun construction of its initial phase, with the first homes expected to be occupied by early next year.

The site is the first venture by SJ Roberts Homes, which has been founded on the 30-year pedigree of its parent company, SJR Group – an already established name in contract construction and timber frame engineering with an annual turnover of £20m, which has its headquarters on the Shropshire/Powys border near Welshpool.

The 173 new homes will be built to high energy efficiency standards and make use of modern timber construction methods, using products engineered by SJR Group company, Lowfield Timber Frames.

Shropshire and Mid Wales supply chains will be a key part of SJ Roberts Homes' approach to projects, making use of both its standing workforce and local contractors and support services, including civil engineers, architects, PR and marketing.

It will also bolster an already active apprenticeship programme promoted by SJR Group across its companies which has seen a string of young people develop long term skilled careers in the industry – and for which it is currently recruiting.

Michael Sambrook of SJ Roberts Homes and managing director or SJ Roberts Construction said: "This is a very exciting venture for us. We have a long history of building homes as a main contractor, including some very large projects, so it is a logical step to design and deliver our own developments from start to finish. In the process we will be enhancing job security for our existing loyal workforce, creating jobs, generating work for local suppliers and creating the kind of homes we know people will love to live in.”

The group has a long history of ensuring engagement with the community wherever it builds, including through linking with schools to promote health and safety on building sites and encouraging a wider interest in engineering and construction among young people.

Sales releases for the first homes are due to begin this winter, with the whole development being completed in the course of the next four years. SJ Roberts Homes is also already in negotiation regarding plots for a further 60 homes in the region. Home buyers can obtain up to date information at