Honey opens new Leeds office as it targets growth in Yorkshire

Honey has opened a new office in Leeds and announced five new senior appointments for the region.

The housebuilder was a new venture set up by former Avant Homes chief executive Mark Mitchell, and took a large portion of its management team from that business.

Avant Homes was taken over by Yorkshire-based SME Berkeley DeVeer in 2021, in a deal spearheaded by former Persimmon boss Jeff Fairburn and backed by Elliott Advisers.

Three of the five new appointees have come from Avant. Ben Smith joins as land director, Kyle Danton becomes commercial director and Curtis Sorren has been appointed as head of sales.

Simon Hogg joins as construction director from Keepmoat, while Wayne Moses has been made head of technical, joining from Artisan Real Estate.

The new 5,000 sq ft office for Honey Yorkshire is located on the Thorpe Park Leeds development just off junction 46 of the M1.

Honey Yorkshire is one of two regional businesses launched by the Sheffield-headquartered firm after the appointment of Chris Coley as managing director.

Honey Central is based out of the housebuilder’s existing premises on Ecclesall Road in Sheffield. 

Mark Mitchell, chief executive of Honey, said: “The opening of our Leeds office provides us with the perfect platform to accelerate our growth plans across Yorkshire. 

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“To enable this, we need the right people. Ben, Curtis, Simon, Wayne and Kyle all have outstanding experience within their respective fields and will play a pivotal role in Honey Yorkshire’s expansion across the region. 

“I welcome all five of them to the business and look forward to working closely with them to build on the momentum with have already built and provide more people with the opportunity to own a Honey home.”

The business is backed by private equity firm Alchemy Partners and its Alchemy Special Opportunities Fund IV.