Huboo has launched operations in the United States, extending the UK-based fulfilment and logistics group's international network to Dallas.
The new base gives Huboo an operational presence in North America as it looks to serve brands selling across borders and multiple channels. The Dallas site will provide national distribution coverage across the US and create jobs in the region.
Backed by funds managed by BlackRock and Atalla Capital, Huboo already operates in the UK, the Netherlands and Spain, and has partnerships across the Middle East and Asia. It supports more than 400 brands, from eCommerce companies to larger retailers, with gross merchandise value of more than USD $8 billion across several territories.
The expansion follows Huboo's acquisition of Sorted, a delivery experience and logistics software business used by retailers including M&S, Asda and JD Sports. The combined business now processes more than 200 million parcels a year across its fulfilment and technology network.
US push
Huboo's US operation is intended to support domestic brands expanding overseas, as well as European and UK businesses entering the American market. It also plans to offer fulfilment for direct-to-consumer, retail and marketplace orders, along with cross-border shipping, returns and marketplace integrations.
Dallas was chosen for its position in the North American logistics network, allowing brands to reach customers across the country from a single base.
Huboo has built its business around fulfilment services combined with software for logistics and order management. With the addition of Sorted, it is seeking to expand its role in eCommerce supply chains by linking warehousing, carrier integrations and delivery data through a single platform.
The strategy reflects rising demand from brands for providers that can manage fulfilment and logistics across multiple markets without the need for separate local suppliers. It also comes as US online demand for British and European brands remains an important route for expansion.
Customer demand
Some existing customers are already using Huboo as they enter new markets. Way of the Rope, a movement and fitness brand, first worked with Huboo in the UK, later expanded into the Netherlands, and has now moved into the US.
"We needed a partner who could support our ambitious expansion plans into the US, and Huboo is that partner. I am grateful for everything they have done for us in the UK and Europe so far, and I have real confidence in their ability to support our next stage of growth," said Tim Shieff, Founder of Way of the Rope.
Another customer, Sacro Experience, is also using Huboo for its US entry. The business operates in music merchandising and already serves customers through Huboo's fulfilment network.
"We are delighted to be launching in the United States. With an existing customer base already supported by Huboo Fulfilment, we are well positioned to further develop and scale our eCommerce music merchandising business," said Moreno.
Huboo said its sector focus includes food and beverage, health and wellness, vitamins and supplements, apparel, home electronics and consumer goods. Clients mentioned by the company include Carbon My Ride and Sacro Experience.
Broader network
The Dallas launch adds to a footprint that includes Bristol, Manchester, London, Eindhoven and Madrid. Management has framed the US move as part of a wider effort to build a cross-border operating model spanning fulfilment, logistics and supply chain software.
Joanne Kennedy, Managing Director of Huboo, set out the rationale for the launch.
"Huboo's brands already have significant customer demand in the US and we have proudly supported shipments into this market for many years. The launch of our on-the-ground operations in Dallas represents an important step in Huboo's evolution from a fulfilment operator into a broader software-enabled commerce and supply chain platform. Brands need trusted operational partners capable of supporting international growth across multiple channels and geographies, and this is all possible as we take this next step," said Kennedy.