Charlotte, North Carolina-based homebuilder SouthCraft Home Builders, which has been serving the greater Charlotte area, has officially undergone a major rebranding initiative. The company is now operating as SouthCraft by Empire Homes, a significant milestone that follows its acquisition by Empire Homes in 2025. This transition represents a pivotal moment in the company's evolution, reflecting its continued growth and strategic alignment with the larger Empire Homes organization.
A New Chapter Under Experienced Leadership
Leading SouthCraft by Empire Homes into this new era is Matt Roesch, who was recently appointed as Division President. Roesch brings over two decades of extensive homebuilding and divisional leadership experience to the role. His background includes senior positions at Tri Pointe Homes, where he oversaw sales, marketing, closing services, design, lending, and finance operations. He also played a key role in launching new markets across the Carolinas, making him well-equipped to guide the rebranded company forward.
"Operating as SouthCraft by Empire Homes allows us to move forward with greater alignment across the organization, present a more consistent identity in the market, and reinforce the values that define SouthCraft," said Roesch. "By pairing the SouthCraft name with Empire Homes, our teams and customers benefit from the recognition, stability, and standards associated with Empire—while continuing to build homes the SouthCraft way."
Strategic Positioning Within the Empire Homes Portfolio
The rebranding positions SouthCraft by Empire Homes as a distinct sub-brand within the broader Empire Homes family. While it operates under the Empire umbrella, it is purpose-built to serve a specific segment of today's homebuyers. By leveraging Empire Homes' scale, financial strength, and more than 30 years of homebuilding expertise, SouthCraft maintains its own streamlined product offerings and construction processes.
Homes from SouthCraft by Empire Homes are thoughtfully designed with curated, high-quality finishes that are selected in advance. This approach allows the company to simplify decision-making for buyers, reduce build timelines, and deliver homes more efficiently. The focused strategy aims to create a transparent and stress-free buying experience, helping purchasers move in sooner with confidence in both quality and value.
Enhanced Digital Presence and Growth Initiatives
As part of the rebrand, SouthCraft by Empire Homes has launched a new website, which is also accessible directly through the Empire Homes domain. The refreshed platform is designed to be more intuitive and user-friendly, making it easier for potential buyers to explore available homes, communities, and resources. This digital enhancement strengthens the connection to the broader Empire Homes portfolio while improving customer engagement.
The rebrand also signals a new phase of growth for the company. Recent community launches include Villas of Kings View in Shelby and Abershire in Charlotte. Additionally, SouthCraft by Empire Homes currently has six communities in the development pipeline: Dardan, Alverton, Satori, Windsford, The Plaza, and Hickory Grove. These projects are part of an expansion strategy aimed at increasing access to attainable homeownership across the region.
About SouthCraft by Empire Homes
SouthCraft by Empire Homes specializes in building attainable, move-in ready, and to-be-built homes designed to make homeownership more accessible for today's buyers. As part of the Empire Homes family—one of North America's largest privately held homebuilders with over three decades of experience—SouthCraft delivers quality craftsmanship, efficient construction, and modern design at an approachable price point. The company serves as a true gateway to homeownership, combining the strengths of both brands to meet market demands effectively.
