Huboo has been rescued from administration through a buy-out by an investor consortium led by Baaj Capital and Atalla Capital. The company, known for its eCommerce fulfilment services and sponsorship of Bristol's sports teams, employs 600 people and operates across Europe. The buy-out promises a “new chapter of growth” for the company.

Founded in 2017, Huboo grew rapidly, especially during the pandemic, by offering tech-enabled solutions for online order fulfilment. However, the company faced operational disruptions and financial challenges leading up to Christmas 2024, with clients reporting delayed deliveries and a pre-insolvency warning issued. On Christmas Eve, Huboo announced it had entered administration but secured a rescue deal.

The investment consortium plans to support Huboo’s expansion in the UK and Europe, aiming to capitalize on the growing eCommerce market projected to reach $8.09 trillion by 2028. Co-founder Paul Dodd assured stakeholders the investment would safeguard jobs and partnerships while positioning Huboo as a leading logistics partner for merchants and brands.

Source: Bristol Live

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