From Failure to Rebrand: How HUBOO TECH Is Trying to Rewrite History

In the world of corporate misdirection, rebranding has become a powerful — if cynical — tool. When Huboo Technologies Limited collapsed in 2024, owing millions and delivering years of poor performance, few could have expected the brand to survive.

Yet it did. Rising from the ashes came HUBOO TECH Limited, a new entity with a new Company Number (16143472), and the same old promises.

1. A Familiar Name, A Different Registration

To the casual observer, Huboo might still look alive and well. The website remains live. The logo is unchanged. The LinkedIn pages are active. But the original business is now called HUB REALISATIONS LIMITED (Company No. 09727464) — a sure sign of insolvency status.

HUBOO TECH is not a continuation; it is a new company, with a pre-pack sale behind it and a fresh balance sheet in front. So why the continuity in branding?

2. Smoke and Mirrors

From a marketing standpoint, little has changed. The new company has inherited customer data, contracts, staff, and warehouses. And yet it carries no liability for the past. The result is an illusion of stability that doesn’t match reality.

Publicly, the company continues as if nothing happened. Privately, suppliers and creditors have been left unpaid. It’s a classic case of corporate phoenixing — with the public largely unaware.

3. Who’s Really Behind It?

The directors of HUBOO TECH remain linked to the previous entity. While shareholders may have been shuffled and some names changed, the core decision-makers are the same.

This begs the question: how can a failed management team be allowed to lead the same business under a new guise? Where is the accountability?

4. What Customers Aren’t Told

When clients log into their Huboo accounts or receive fulfilment notifications, they see no disclaimer, no warning, and no notification of administration. They are dealing with a brand that collapsed financially, but no communication has been made to clarify this.

This lack of transparency could be seen as deceptive. How can customers make informed decisions when they’re kept in the dark?

5. Same Risks, New Wrapper

Despite the clean slate, the issues that led to Huboo’s collapse have not gone away:

• Operational inefficiency
• Inconsistent service quality
• Tech platform instability
• Lack of clear financial strategy

These were not problems caused by bad luck — they were the result of poor decisions, overstated growth, and a fundamental misunderstanding of scalable logistics.

6. Why Rebranding Shouldn’t Be a Free Pass

It’s common for struggling companies to rebrand, but the line is crossed when rebranding is used to evade accountability. That’s what appears to be happening with HUBOO TECH.

Regulators should scrutinise this transition carefully. Customers should be informed. Creditors should not be ignored.

Conclusion: Buyer Beware

If you’re a customer of HUBOO TECH Limited today, you should be asking hard questions. Where did your provider go? What assurance do you have that the same collapse won’t happen again?

This is not a fresh start — it’s a repeat of the same act under a new name. And until the system stops allowing this kind of deception, more businesses and families will be left footing the bill.

Next: Should directors who repeatedly fail be allowed to run companies at all?