Tech Theatre — The Truth About “Innovation” at Huboo
Huboo Technologies Limited presented itself as a technology-first fulfilment business — a disruptor, a game-changer, a revolution in ecommerce logistics. Investors loved the story. But was it ever real?
This post investigates Huboo’s bold claims about automation, robotics, and platform integration, and asks: was it all just theatre?
1. The Narrative: Smart Warehousing at Scale
From its earliest pitches, Huboo promised clients and investors a tech-led solution to fulfilment. They described:
- Modular micro-warehouses powered by proprietary software
- Automated workflows and robotic support systems
- Real-time data dashboards with predictive analytics
It sounded cutting-edge. But former employees and partners suggest the story didn’t match the on-the-ground reality.
2. What Really Happened in the Warehouses?
Sources close to the business describe warehouses with:
- Basic racking systems and manual picking
- Limited automation — mostly standard barcode scanners
- Software that frequently lagged or failed
“The tech stack was no better than a glorified spreadsheet,” said one former logistics manager, who requested anonymity.
3. Software: Built In-House or Off-the-Shelf?
Huboo’s pitch decks referenced proprietary software systems. However, several core tools were reportedly licensed from third-party platforms and loosely integrated. Meanwhile, internal development struggled to keep pace with growth.
“We were constantly patching things to avoid total failure,” said a former developer. “There was no true innovation — just endless workarounds.”
4. The Marketing Machine
Huboo’s communications strategy heavily emphasised technology — using buzzwords like “AI,” “machine learning,” and “robotics” in press releases and social media.
This helped attract attention and investment — particularly from venture capitalists eager to find the next Ocado or Amazon.
But while the company burned through millions, the actual tech lagged far behind the narrative.
5. Investors Bought the Dream
Despite mounting losses, Huboo was able to raise over £118 million in equity and £20 million in debt. Much of this success can be attributed to its tech-first positioning.
Yet annual losses grew worse each year, culminating in a £47.1 million loss in 2022 — on a turnover of just £17.7 million.
The disconnect between perceived innovation and actual delivery was stark.
6. Was It All Just Theatre?
Huboo may have believed in its vision — but it failed to execute. Worse, it failed to tell the truth.
Clients signed up expecting a smart, automated, digital operation. What they often got was an overworked warehouse, underpowered systems, and support teams stretched to the limit.
Conclusion: The Cost of the Illusion
The illusion of tech innovation helped Huboo survive far longer than its business model should have allowed.
It gave false hope to clients, suppliers, employees, and investors. And when the truth emerged — in the form of an administration notice — it was already too late.
Next: The People Left Behind — What Former Employees Are Saying
