Huboo
We offer fully flexible fulfilment solutions, powered by our human-centric operational excellence and unique technology.
- Company typePrivate
- Founded2017
- HeadquartersBristol, United Kingdom
- Headcount251–500
- GTM typeB2B
- OfferingServices
What Huboo does
Running and scaling an eCommerce business is complex. At Huboo, we’ve been experts in fulfilment for years, supporting ambitious brands to grow with confidence. We take care of storage, picking, packing, shipping, and returns, freeing you to focus on strategy, sales, and growth. Our experienced team treats your business as their own, powered by technology built for speed, accuracy, and reliability. At Huboo, fulfilment is just the beginning. Our objective is to provide everything growing businesses need. With us, you’ll have a partner that’s fully invested in helping you take pride in your success.
Huboo firmographics
Firmographics- Name
- Huboo
- Legal name
- Huboo Tech Limited
- Website
- https://www.huboo.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- We offer fully flexible fulfilment solutions, powered by our human-centric operational excellence and unique technology.
- Ownership category
- akta.pro rank
Huboo industry classification
Industry- Product category
- eCommerce Fulfilment and Third-Party Logistics Services
- NAICS
- General Warehousing and Storage (49311), General Warehousing and Storage (493110)
- SIC
- Public Warehousing & Storage (4220)
- akta.pro primary industry
- Ambient General Merchandise Warehousing (Dry Storage) (TLAIACAA)
- akta.pro secondary industries
- Specialty Handling Fulfillment Centers (High-Value, Secure, Controlled Access) (TLALADAI), Supply Chain & Warehouse Automation (Smart Logistics) (IMAIAMAJ)
Keywords
Where Huboo is headquartered
LocationHeadquarters
- HQ city
- Bristol
- HQ country
- United Kingdom
- HQ region
- Europe
Offices6 records
Markets served
Huboo business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Infrastructure, Personnel, Operations, Supply Chain, Technology or R&D, Marketing or Sales
Revenue model
- Subscription Services: A monthly subscription covering technology usage, software access, and staff/infrastructure costs needed to run technology efficiently. Starting from £1,000 per month.
- Fulfilment Services: Fees for picking, packing, and shipping orders. Costs depend on the size and quantity of goods and include shipping with leading couriers. International shipments available at competitive prices.
- Storage Services: Storage solutions for inventory with straightforward pricing designed to meet business needs while providing maximum transparency and simplicity.
- Packaging Services: Fees for receiving goods in mailable packaging or packing goods to customer requirements. Generic packaging available if needed.
- Extra Services: Additional services including returns processing, kitting, payment for loss or damage (Huboo Extra), carrier emails, and express delivery options.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | SME Starter - From £1,000 per month |
| Subscription | Monthly | Large & Enterprise - Custom pricing |
| Transaction based/ take rate | Pay-as-you-go | Fulfilment costs - Variable |
| Unit Pricing | Monthly | Storage - Variable |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Huboo product offering
Product offeringCore offering
Huboo is a tech-enabled eCommerce third-party logistics provider that offers fully flexible fulfilment solutions combining proprietary warehouse management technology with human-centric warehouse operations. Its offering covers storage, inventory management, picking, packing, shipping, returns processing, kitting, bespoke packaging, negotiated courier services and enhanced liability coverage (Huboo Extra), delivered through a unique micro-warehouse Hub model across UK, European and US warehouses.
Product overview
Huboo is a tech-enabled eCommerce fulfilment platform offering a full-stack logistics solution. The core platform combines the proprietary Huboo Fulfilment Platform with the Huboo Dashboard for real-time monitoring, powered by the unique Hub Model micro-warehouse approach. The product portfolio spans UK, European, and US fulfilment services, complemented by 3PL services, Pick & Pack, Kitting, Bespoke Packaging, Sustainable Fulfilment, and Courier & Last Mile Services. The 2026 acquisition of Sorted Group Limited added delivery management technology including tracking and carrier selection capabilities, creating an AI-powered integrated platform. Additional offerings include Huboo Extra (liability coverage), Storage & Replenishment, and an Open API for custom integrations. The platform integrates with 35+ sales channels including Shopify, Amazon, eBay, TikTok Shop, and major marketplaces, supported by a global courier network.
Differentiator
Problem solved
Functional benefit
Brands
- Sorted: Delivery management technology platform providing shipping, returns and delivery analytics capabilities, trusted by major retailers including Marks & Spencer, Asda and JD Sports
Products and services
- European Fulfilment Fulfilment network across the Netherlands, Spain and UK enabling cross-border fulfilment and fast shipping across Europe to reach over 500 million customers, including pan-European expansion support.
- UK Fulfilment Fulfilment services from strategically located UK warehouses in Bristol, providing fast and reliable nationwide delivery across the UK and internationally, supported by negotiated courier rates with Royal Mail, Evri, DPD, FedEx, DHL, UPS and Deutsche Post.
- US Fulfilment Solution Fulfilment solution from the Fort Worth, Texas warehouse enabling brands to hold US inventory, fulfil customer orders domestically, and ship nationwide across the United States with 2-5 day delivery times, replacing slower cross-border shipping.
- 3PL Services Third-party logistics services enabling eCommerce brands to outsource warehousing, order fulfilment and shipping through Huboo's owned UK and European warehouse network, with flexible terms and no long fixed leases.
- Pick and Pack Services Order picking and packing services using Huboo's micro-warehouse Hub model for efficient and accurate order processing with 99.9% verified picking accuracy, offered as part of the standard fulfilment service.
- Kitting Services Pre-assembly of kits in advance or grouping of multiple items on demand when customers order, supporting subscription boxes, product bundles and curated multi-SKU packs.
- Bespoke Packaging Custom packaging solutions including eco (plastic-free), boxes or custom-branded wraps tailored to brand requirements, supporting unboxing experience and sustainability goals.
- Sustainable Fulfilment Services Services and initiatives including paperless picking, eco-friendly packaging and solar-powered fulfilment centres aimed at making eCommerce fulfilment more sustainable for brand partners.
- Huboo Extra Enhanced liability coverage for loss or damage during transit from Huboo to the end customer, available at item or account level as an add-on to the standard fulfilment service.
- Storage and Replenishment Storage solutions providing maximum transparency with two straightforward storage options designed to meet varying business needs, supporting inventory holding and replenishment for eCommerce brands.
- Courier and Last Mile Services Access to Huboo's negotiated shipping rates with multiple carriers offering premium, express, cost-effective, out-of-home and eco-friendly delivery options, including Royal Mail, Evri, FedEx, DHL, UPS, DPD, GLS, Deutsche Post, PostNL and Correos.
- Sorted Delivery Management Technology Acquired delivery management technology spanning tracking, delivery data capabilities and a carrier-agnostic delivery platform, trusted by major retailers including Marks & Spencer, Asda and JD Sports, now integrated into the broader Huboo Group platform.
Quantifiable outcome
- 99.9% verified picking accuracy rate
- +2 more outcomes
Companies that use Huboo
Customer profileNamed customers8 records
Segments7 records
Ideal customer profiles3 records
Huboo technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration35 records
AI capability2 records
Feature4 records
Huboo partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and supporting.
- Sorted Group LimitedcoreHuboo acquired Sorted Group Limited to create an integrated e-commerce logistics platform spanning fulfilment, shipping, returns, and delivery analytics. The combined entity processes over 100 million parcels annually and supports more than 400 brands and retailers, representing approximately £1 billion in GMV. Sorted's delivery management technology will be integrated into the broader Huboo platform.
- Roseta.iosupportingBristol-based integration specialist Roseta.io and parent company New Vision were acquired by Huboo to enhance multichannel integration capabilities and develop technology offerings as part of Huboo's global expansion strategy.
- New VisionsupportingParent company of Roseta.io acquired alongside the integration specialist to support Huboo's technology development and multichannel integration capabilities.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
Huboo competitors and assessment
Company assessmentDirect peers
- ShipBob: US-headquartered tech-enabled e-commerce fulfilment 3PL offering warehousing, pick-and-pack, and shipping across a wide international network. Closely comparable to Huboo in target customer (DTC and SMB e-commerce), business model (subscription + per-parcel), and proprietary WMS technology.
- ShipMonk: Multi-channel e-commerce fulfilment 3PL serving SMB and mid-market brands with proprietary OMS/WMS technology, marketplace integrations, and US warehouse network. Directly comparable to Huboo's fulfilment platform offering and SMB-to-enterprise customer mix.
- Red Stag Fulfillment: US-based e-commerce fulfilment 3PL focused on large, heavy, and high-value goods with strong accuracy guarantees. Comparable to Huboo in tech-enabled fulfilment and SMB-to-enterprise customer mix, although more US-centric and specialised in oversized merchandise.
Broad incumbents
- Amazon Multi-Channel Fulfillment: Amazon's fulfilment service extending its FBA logistics infrastructure to non-Amazon orders. A broad incumbent comparable to Huboo because it offers competing e-commerce fulfilment for the same SMB and enterprise customer base, although embedded within a much larger retail and marketplace ecosystem.
- FedEx Fulfillment: FedEx's e-commerce fulfilment arm leveraging its global parcel network and warehouse infrastructure. Comparable as a competing 3PL for e-commerce brands, though operating as part of a much broader logistics portfolio rather than a pure-play fulfilment specialist.
- DHL eCommerce Fulfillment: DHL's e-commerce fulfilment services provide cross-border warehousing and shipping solutions across Europe and globally. Comparable to Huboo's European footprint and cross-border enablement, though DHL operates as a global integrator rather than an e-commerce-focused specialist.
- Radial: Large omnichannel fulfilment provider serving enterprise retailers and brands with integrated OMS, payments, and fulfilment services. Comparable to Huboo's enterprise tier in offering tailored fulfilment at scale, though Radial skews toward enterprise and US retailers.
- Maersk Logistics & Services: Global logistics integrator offering warehousing, fulfilment, and end-to-end supply chain services. Relevant as both a Huboo investor (via Maersk Growth) and a comparable supplier of contract warehousing and distribution services overlapping with Huboo's 3PL positioning.
Emerging players
- Descartes ShipTrack: Delivery management and shipment tracking platform comparable to Sorted's delivery management technology. Relevant as a software-side peer for the delivery orchestration and analytics capabilities Huboo acquired through Sorted.
Regional players
- Packlink: European shipping and logistics platform providing multi-carrier parcel management and fulfilment services across Southern Europe. Comparable to Huboo's carrier management and Spanish presence, though more focused on shipping orchestration than warehousing.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat6 records
Key risks5 records
Key highlights7 records
Customer concentration
Huboo social profiles
Digital presenceHuboo financial estimates
Financial estimateRevenue estimate
Valuation estimate
Huboo leadership team
Management profileNumber of profiles
Profiles6 records
Huboo subsidiaries and ownership
Company hierarchySubsidiaries3 records
Huboo funding detail
Funding detailFunding overview
Funding rounds8 records
Investors10 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Huboo M&A and investment
M&A and investmentM&A3 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Huboo
What does Huboo do?
Huboo is a tech-enabled eCommerce third-party logistics provider that offers fully flexible fulfilment solutions combining proprietary warehouse management technology with human-centric warehouse operations. Its offering covers storage, inventory management, picking, packing, shipping, returns processing, kitting, bespoke packaging, negotiated courier services and enhanced liability coverage (Huboo Extra), delivered through a unique micro-warehouse Hub model across UK, European and US warehouses.
Is Huboo a public or private company?
Huboo is a private company. It is classified as private equity controlled and is currently operating.
When was Huboo founded?
Huboo was founded in 2017. It employs 251 to 500 people.
Where is Huboo based?
Huboo is headquartered in Bristol, United Kingdom, in the Europe region.
How does Huboo make money?
Five revenue lines are on record. Subscription Services are the primary driver. The others are fulfilment Services, storage Services, packaging Services and extra Services.
Who are Huboo's main competitors?
Direct peers on record are ShipBob, ShipMonk and Red Stag Fulfillment. Broad incumbents are Amazon Multi-Channel Fulfillment, FedEx Fulfillment, DHL eCommerce Fulfillment, Radial and Maersk Logistics & Services. Descartes ShipTrack is listed as an emerging player. Packlink is listed as a regional player.
Does Huboo have an API?
Yes. Huboo offers an Open API for custom connections, enabling any ecommerce platform to be integrated. The API allows connectivity with over 35 pre-built integrations and supports custom integration development.
What industry is Huboo in?
Huboo's product category is eCommerce Fulfilment and Third-Party Logistics Services. Its primary akta.pro industry code is TLAIACAA, Ambient General Merchandise Warehousing (Dry Storage), with a secondary code of TLALADAI, Specialty Handling Fulfillment Centers (High-Value, Secure, Controlled Access). Its NAICS code is 49311 and its SIC code is 4220.