ABOUT.

The thinking, experience and principles behind Roseville.

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WHY.

Why we exist

Roseville exists to rethink how strategic land is brought forward. Driven by a founder who approaches land in a genuinely different way, we design systems that deliver better outcomes for local and regional communities.

Our purpose is to leave a positive legacy by ensuring every project enhances both the built environment and the natural one. We focus on achieving an equilibrium between responsible development, long-term environmental wellbeing, and the real infrastructure needs of growing places.

We believe in creating places that improve life, shaping sites that work for people, nature, and the future. Our work prioritises function, clarity, and impact over speculation, ensuring long-term value for landowners, councils, investors, and communities.

Our principles

Roseville's decisions are guided by a small set of clear principles:

  • Clarity – being honest about constraints, risks and opportunities.
  • Proportion – making balanced, measured decisions at every stage.
  • Calm – bringing structure, patience and focus to complex sites.
  • Design-led thinking – respecting architecture, landscape and place.
  • Infrastructure-first – aligning proposals with access, drainage and services from the outset.

WHO.

Who leads Roseville

Roseville is led by founder Aaron Sandhu, whose background spans architecture, planning, land acquisition and major development. His experience across both design and delivery frames Roseville's approach: early due diligence, clear design thinking and an infrastructure-led mindset that seeks to balance opportunity with responsibility.

Aaron Sandhu

The experience behind Roseville.

Roseville is led by Aaron Sandhu; a founder shaped by over a decade of deep, hands-on experience across architecture, planning, land acquisition, and development.

Graduating from the Leicester School of Architecture in 2010, Aaron began his career understanding the full development lifecycle; from design and planning to sales and delivery. Early experience at Foxtons built a strong foundation in market dynamics, developing an instinctive understanding of value, negotiation, and how people interact with places.

Transitioning to the developer side, Aaron led national land acquisition strategies for a major Student Accommodation Developer & Operator, securing sites across the UK including Liverpool and Bristol. This embedded a deep appreciation of planning complexity, viability, community considerations, and the operational realities behind development.

He then progressed into housebuilding and large-scale development with Taylor Wimpey PLC and Seven Capital PLC, contributing to planning consents for over 10,000 homes across the Midlands. These roles built a rigorous understanding of infrastructure, masterplanning, technical coordination, and how major schemes navigate the UK's challenging planning landscape.

This cross-disciplinary background; spanning architecture, planning, development, acquisition, and strategy - is what shapes Roseville's approach and values. Aaron founded Roseville to raise the standard of strategic land, with clearer thinking, better outcomes, and a stronger long-term vision. Roseville reflects the founder's belief that places should improve life; and that development should be driven not by speculation, but by purpose, precision, and lasting impact.