Huboo Funding, Investors & Competitors

Huboo has raised $195M across 5 funding rounds, most recently a $57M undisclosed-stage round in November 2024.

See full Huboo profile

Last Huboo funding round

$57M

Undisclosed stage · Nov 2024

Cumulative funding Huboo raised

$195M

across 5 funding rounds

Key investors in Huboo

  • Episode 1
  • Ada Ventures
  • Hearst Ventures
  • Stride.VC
  • Maersk Growth
  • Mubadala
  • True.
  • Maersk

Huboo Overview

About Huboo

Huboo is a Liverpool-headquartered eCommerce fulfillment provider operating a network of micro-warehouses across the UK. The company integrates with platforms like Amazon, eBay, Shopify, and Etsy to handle picking, packing, shipping, and returns for SMEs and enterprises. Its technology platform offers real-time inventory tracking, multi-channel order management, and branded packaging options. Launched in 2017, Huboo serves thousands of online retailers from facilities in Bristol, Didcot, and Manchester.


Founded

2017

HQ

United KingdomBristol

Website

huboo.com

Status

Privately held

Customer focus

B2B

Revenue model

Services

Huboo Funding History

Huboo has raised a total of $195M across 5 funding rounds.

Huboo's first fundraising round was a $1M seed round in September 2019. The most recent completed round was a $57M undisclosed-stage round in November 2024.

Huboo funding rounds

Huboo funding rounds
DateStageInvestorsRaisedDeal Summary
Nov 2024Undisclosed stage-$57MHuboo is a UK-based, software-driven e-commerce fulfilment platform that stores stock for brands in micro-warehouses, handles picking, packing, and delivery, and integrates with channels like Amazon, eBay, and Shopify to reduce fulfilment times. The company operates centres in the UK, Netherlands, Spain, Germany, and France, targeting small to multinational businesses. It has raised multiple funding rounds since 2019, including a £60M Series B in 2021 led by Mubadala Capital, bringing total funding to nearly £80M at that time, and a £29M round in 2023 from investors like Ada Ventures, Maersk, HSBC, and BlackRock to drive profitability and expansion amid 100% growth, over £25M in new business, and 800 new clients. In 2024, Huboo secured additional funding, including £44.7M per Companies House filings related to new shares issued in July, potentially tied to an undisclosed investment led by Mubadala that gave them board control, with directors appointed in April. Another source notes a Series B of $58.7M in November 2024, with leadership changes including CEO Martin Bysh stepping down in May 2024 for Andrew Pinnington.
Nov 2023Undisclosed stageAda Ventures; Maersk$37MHuboo is a Bristol-based, software-driven eCommerce fulfillment provider founded in 2017 that operates a 'micro hub' warehousing model serving online retailers across Europe and the US. The company integrates with major sales channels including Amazon, eBay, Shopify, and TikTok, and operates ten warehouses across the UK, Netherlands, France, Spain, and Germany. In November 2023, Huboo raised £29 million ($36.6 million) from existing investors including Ada Ventures and Maersk, along with debt support from HSBC and Blackrock. This round brought total equity funding to £122 million ($154 million). The investment was intended to propel the company toward profitability, support market expansion, and enable sustainable long-term growth. Huboo demonstrated strong operational momentum, doubling in size during 2023 while halving costs to navigate challenging eCommerce market conditions, and had achieved seven consecutive years of growth at the time of the round. The company's investors, particularly Ada Ventures, highlighted confidence in its long-term scale potential and the market opportunity to digitize and consolidate the European eCommerce fulfillment sector.
Oct 2021Series BMubadala (lead); Episode 1; Ada Ventures; Maersk Growth; Hearst Ventures; Stride.VC$82MHuboo Technologies, a Bristol-based full-stack software-driven e-commerce fulfilment platform founded in 2017 by Martin Bysh and Paul Dodd, raised £60 million ($82 million) in a Series B funding round on October 6, 2021, led by Mubadala Capital with participation from existing investors Ada Ventures, Episode 1, Hearst Ventures, Maersk Growth, and Stride.VC. The funding brought total capital raised since April 2019 to nearly £80 million and was aimed at expanding operations into continental Europe, including new fulfilment centres in Eindhoven, Netherlands, and Madrid, Spain, while enhancing software development and team growth. Huboo provides an end-to-end service including transaction management, quality control, stock control, order tracking, billing, and integrations with platforms like Amazon, eBay, and Shopify, operating from multiple UK sites and serving over 1,000 customers from small D2C merchants to larger brands. The round followed exponential growth, with revenues increasing 10x in 2020 amid rising e-commerce penetration post-COVID-19, transforming Huboo from a single Bristol warehouse to four UK fulfilment centres plus European expansion. The company positions itself as a flexible, affordable alternative to traditional fulfilment, competing with services like Fulfillment by Amazon, by combining logistics with user-friendly software for inventory management, multichannel sales, and efficient micro-hub warehousing. Investors highlighted Huboo's rapid execution and potential to become Europe's leading e-commerce fulfilment provider and operating system for online businesses. No specific post-money valuation, revenue figures, ARR, EBITDA, or valuation multiples were disclosed in announcements. The investment supported scaling to handle growing demand from e-commerce businesses focusing on core activities like product development rather than logistics.
Sep 2020Series AStride.VC (lead); Episode 1; Ada Ventures; Maersk Growth; Hearst Ventures; True.$18MHuboo Technologies, operating as Huboo, is a UK-based full-stack, software-driven fulfilment provider founded in 2017 that uses 'micro hub' technology to enable online retailers of all sizes to access end-to-end fulfilment operations quickly, targeting the £27bn e-commerce market. The company integrates with platforms like Amazon, eBay, and Shopify for real-time order processing, stock control, and billing via its dashboard. On September 29, 2020, Huboo raised £14 million in a Series A round led by Stride.VC, with participation from Hearst Ventures, joining existing investors Maersk Growth, Episode 1, Ada Ventures, and True Capital (noted as TRUE), bringing total funding since April 2019 to £18 million. The funds are earmarked for UK and European expansion and ongoing software innovation. At the time of the round, Huboo had grown significantly in 18 months from 2 employees, 60 clients, and £20,000 MRR to 120 employees, over 500 clients, and £800k MRR, reflecting 40x growth. It was on track for 20x annual recurring revenue growth by year-end 2020, with plans to expand headcount to over 200, and onboarded about 50 new clients monthly even during the March-June 2020 challenges when competitors struggled.
Sep 2019SeedEpisode 1 (lead)$1M-

Who has invested in Huboo?

8 investors have backed Huboo across its funding rounds, including Episode 1, Ada Ventures, Hearst Ventures, Stride.VC, Maersk Growth and Mubadala.

Lead investors include Mubadala, Stride.VC and Episode 1.


Huboo Investors

Investors in Huboo by funding rounds participated
InvestorHQRoundsRoleFirst check
Episode 1United KingdomLondon3LeadSep 2019
Ada VenturesUnited KingdomLondon3ParticipantSep 2020
Maersk GrowthDenmarkDenmark2ParticipantSep 2020
Hearst VenturesUnited StatesNew York City, NY2ParticipantSep 2020
Stride.VCUnited KingdomLondon2LeadSep 2020
MubadalaUAEAbu Dhabi1LeadOct 2021

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Acquisitions by Huboo

Huboo has acquired 3 companies to date.

Last acquisition by Huboo was on April 20th 2026. Huboo acquired Sorted Group Holdings for undisclosed valuation.


Latest Acquisitions by Huboo

Sorted Group Holdings
NewVision
Roseta.io
Description
Sorted Group Holdings PLC is a UK-based company. The principal activity of the company is the provision of a Software as a service delivery platform that powers dynamic checkouts, delivery management, and delivery tracking around the world. The company's segment includes the shipping and tracking segment. The company's geographical segments include the UK and the Rest of the World, of which the UK generates the majority of revenue.
NewVision is a UK-based specialist software company that develops, manages, and supports bespoke applications for business advancement. Headquartered in London, the firm delivers custom solutions in fintech, healthcare, and e-commerce, serving clients with scalable platforms built on modern technologies like cloud computing and AI integration.
Roseta.io is a Helsinki-based eCommerce integration platform enabling multichannel sales for retailers worldwide. It connects ERP systems, PIM, and marketplaces like Shopify, Amazon, and BigCommerce through API middleware, automating product data synchronization, inventory updates, and order fulfillment. The no-code tool supports real-time data flows, reducing integration times from months to days for mid-sized merchants.
HQ CountryUnited KingdomUnited KingdomUnited Kingdom
HQ City
London
Bristol
Bristol
Deal Date20 Apr 20261 Feb 20221 Feb 2022
Valuationundisclosedundisclosedundisclosed
EV/Revenue
EV/EBITDA

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Huboo Competitors

Huboo competitors include listed companies like Kuehne + Nagel, JD Logistics and Delhivery, and private ones like Lalamove, Flexport and LexxPluss.

Public and private companies comparable to Huboo
CompanyHQStatusRevenueEBITDAValuationRevenue Multiple
Kuehne + NagelSwitzerlandSwitzerlandPublicly listed$30B$2.6B$31B1.2x
LalamoveHong KongHong KongPrivate--$10B-
JD LogisticsChinaChinaPublicly listed$32B$3B$8.1B0.2x
FlexportUnited StatesSan Francisco, CAPrivate$471M-$8B-
LexxPlussJapanKawasakiPrivate--$3.8B-
DelhiveryIndiaIndiaPublicly listed$1.1B$80M$3.4B2.7x

Huboo Public Comps

Huboo is still privately-owned, but its public comps include UPS, Canadian National Railway, FedEx, Deutsche Post, Maersk, DSV, Adani Ports & Special, Poste Italiane, Old Dominion Freight Line and COSCO SHIPPING.

Last FYEV/RevenueEV/EBITDA
RevenueEBITDALast FYLTM2027ELast FYLTM2027E
UPS$89B$12B1.2x1.2x9.2x8.8x
Canadian National Railway$12B$6.5B7.2x6.8x13.6x13.9x
FedEx$95B$11B1.1x1.1x9.5x9.9x
Deutsche Post$95B$13B1.0x1.0x7.8x7.4x
Maersk$54B$10B1.1x1.0x5.9x5.4x
DSV$38B$3.6B1.6x1.3x16.4x11.5x
Adani Ports & Special$4B$2.4B11.8x11.0x20.2x18.7x
Poste Italiane$27B$4.8B3.9x6.7x22.1x-

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Common questions about Huboo

When was Huboo founded?Huboo was founded in 2017.
Where is Huboo headquartered?Huboo is headquartered in Bristol, United Kingdom.
Is Huboo publicly listed?No, Huboo is a private, VC-backed company.
How much funding has Huboo raised?Huboo has raised $195M across 5 funding rounds.
What was Huboo's last funding round?Huboo's last funding round was a $57M undisclosed-stage round in November 2024.
Who are Huboo's investors?Huboo's investors include Episode 1, Ada Ventures, Maersk Growth, Hearst Ventures, Stride.VC, Mubadala, Maersk and True..
Which companies are comparable to Huboo?Companies comparable to Huboo include Kuehne + Nagel, Lalamove, JD Logistics, Flexport, LexxPluss and Delhivery.
How many companies has Huboo acquired?Huboo has acquired 3 companies, including Sorted Group Holdings, NewVision and Roseta.io.

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