The Quiet Disappearance of Directors — Where Are They Now?

In the aftermath of Huboo’s spectacular collapse, one question echoes across the ecommerce sector: Where are the directors?

Once the faces of a “tech-enabled” fulfilment revolution, Jaswinder and Dalwinder Singh of Baaj Capital have vanished from public view. So have key figures associated with Atalla Capital (now AB Capital). What does this vanishing act say about accountability in UK business culture?

1. Public Silence Amid Collapse

There have been no press statements, no public apologies, and no interviews from the directors behind Huboo. Customers, suppliers, and staff were left with emails from administrators — not explanations from leadership.

Why the silence?

2. Avoiding Questions — or Responsibility?

With the pre-pack administration executed quietly, the individuals behind Huboo’s growth and mismanagement have avoided direct scrutiny.

They’ve not faced public questioning. They’ve not explained the financial discrepancies. And they’ve not acknowledged the widespread damage caused.

Is this a calculated PR strategy — or simple avoidance?

3. Reappearing Under a New Name

The rebranded entity, Huboo Tech Limited (Company No. 16143472), operates with a similar structure — and reportedly some of the same personnel.

This raises major concerns: Can directors who led a company into insolvency simply restart with no consequences?

4. A Pattern of Disappearing Directors

Huboo isn’t an isolated case. The same strategy played out at Bodycare, owned by GM & MM Blackledge and linked to the same investor circles. Directors vanished. Debts remained. Staff and suppliers were left to deal with the fallout.

Are we witnessing a wider culture of corporate evasion?

5. Regulatory Gaps

UK law allows directors to restart companies even after repeated failures. Without prosecution or bans, they can walk away from liabilities and re-emerge under new banners.

For the thousands affected — from warehouse workers to software vendors — that’s a bitter pill to swallow.

6. Why Customers and Investors Deserve More

When you invest in or sign contracts with a company, you’re also investing in its leadership. Transparency, accountability, and ethical conduct matter.

Would Huboo’s customers have stayed loyal if they knew the financials were collapsing? Would investors have injected more capital if they had full insight into operations? The answer is clear.

Conclusion: Hiding in Plain Sight

The directors of Huboo may be gone from view — but their decisions continue to affect lives and livelihoods. Until there is real legal consequence for failed leadership, UK business will remain a playground for those who profit from collapse.

Next: What This Means for the Future of Ecommerce Fulfilment