Huboo is a Bristol, UK-based technology-enabled e-commerce fulfilment and third-party logistics (3PL) provider founded in 2017 by Martin Bysh and Paul Dodd. The company built a proprietary 'hub model' that organises warehouse operations into small, dedicated teams (or 'hubs') each managing a defined cluster of SKUs, paired with a software platform that gives merchants real-time visibility into inventory, orders, returns, and analytics across direct-to-consumer and marketplace channels. Huboo served small and mid-size online sellers and operated fulfilment centres across the UK, the Netherlands, Germany and Spain. After raising over £118 million in equity plus £20 million of secured debt across rounds led by Mubadala Capital, Stride VC and others, the business failed to reach profitability and entered administration on 23 December 2024. A pre-pack sale was completed via Interpath, with the operating assets transferred to Brislington Tradeco Limited, an entity backed by Baaj Capital and Atalla Capital, preserving more than 600 jobs across the UK and Europe.
Huboo has been acquired
This company is no longer available on our private secondary market.
Company data and valuation marks are estimates and may be incomplete, stale, erroneous, or revised.
Founded
2017
Employees
501–1,000
Total Funding
$136.6M
3 rounds
Total raised $136.6M across 3 rounds
Funding data and valuation marks are estimates and may be incomplete, stale, erroneous, or revised.
Last updated 06-25-2026
Latest Round
Type
Equity + Debt (follow-on)
Date
November 30, 2023
Amount
£29M ($36.6M)
Valuation
—
| Date | Round | Amount Raised | Valuation | Lead Investors |
|---|---|---|---|---|
| November 30, 2023 | Equity + Debt (follow-on) | £29M ($36.6M) | — | |
| October 6, 2021 | Series B | £60M ($82M) | — | Mubadala Capital |
| September 29, 2020 | Series A | £14M ($18M) | — | Stride VC |
Andrew Pinnington
CEO
Martin Bysh
Co-Founder
Paul Dodd
Co-Founder & Chief Innovation Officer
Competitor list is illustrative and may be incomplete, stale, or erroneous.
ShipBob
Chicago-headquartered global tech-enabled 3PL with UK fulfilment centres in Swindon, Manchester and Birmingham; competes for SMB e-commerce merchants seeking distributed fulfilment.
James and James Fulfilment
Northampton-based tech-first 3PL focused on accuracy, speed and a proprietary platform for e-commerce brands; direct UK competitor to Huboo for SMB sellers.
Bezos.ai
UK-headquartered asset-light e-commerce fulfilment network using partner warehouses across Europe and the US; targets the same SMB merchant segment Huboo served.
Zendbox
UK e-commerce 3PL offering automated fulfilment, multi-channel integrations and pick-and-pack for online brands; competes directly on UK domestic fulfilment.
Whistl Fulfilment (Parcelhub)
Fulfilment and carrier-aggregation arm of UK delivery firm Whistl, providing 3PL services with shipping-cost optimisation for small e-commerce sellers.
Core Fulfilment
UK-based 3PL serving e-commerce and retail clients with pick-and-pack, returns and multi-channel order fulfilment from warehouses in the North West.
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