Why Didn’t Huboo’s Clients Get a Warning?

When a organisation(s) collapses, there’s a ripple effect. Suppliers, staff, and — crucially — clients are all affected. In the case of Huboo Technologies Limited, which entered administration in late 2024, a crucial concern stands out: why were clients not warned? This article explains the topic in clear terms and sets out practical steps you can apply across ecommerce logistics and order fulfilment.

Fulfilment services are not optional. organisation(s) that relied on Huboo for storing, picking, packing, and dispatching products had their entire supply chains dependent on its operational health. And yet, as the company spiralled into financial ruin, customers received no formal communication.

1. The Disappearance into Administration

Huboo Technologies Limited — now renamed HUB REALISATIONS LIMITED (Company No. 09727464) — posted financial losses for years:

• 2020: £3.5M loss
• 2021: £13.3M loss
• 2022: £47.1M loss

Despite these figures, Huboo continued marketing itself as a rapidly growing tech startup. No disclosure was made to customers about the company’s financial instability.

And when it finally entered administration and was sold in a pre-pack deal for just £9, the clients still weren’t told.

2. Silence Breeds Risk

Imagine running a growing ecommerce organisation(s). You’ve outsourced fulfilment to what appears to be a well-funded logistics partner. Then, without warning, your provider collapses.

That’s what happened to dozens — if not hundreds — of Huboo clients. Products in warehouses. Orders delayed. Customer complaints flooding in. All because of a organisation(s) decision they weren’t informed about.

For many, this was not just frustrating — it was financially catastrophic.

3. The Legal vs. Ethical Divide

Legally, there’s no obligation to inform customers prior to administration. But ethically, it’s a different matter. When a organisation(s) depends on your stability to operate, withholding material information is reckless at best, and deceptive at worst.

Huboo’s directors, including those now involved with HUBOO TECH Limited (Company No. 16143472), made no attempt to alert their customer base.

The result? organisation(s) were left in the dark, scrambling to salvage reputations and re-establish fulfilment elsewhere.

4. Rebranding Without Disclosure

The most alarming detail is that HUBOO TECH Limited — the company that acquired the assets — continues using the same branding, interface, and messaging. To an outsider, nothing has changed. But everything has.

It is a new company. A fresh balance sheet. The debts, obligations, and failures of the past have been wiped clean. Yet clients remain unaware of the shift.

5. Why Clients Should Be Alarmed

• You may be tied into a contract with a different legal entity than expected.
• Your stored stock is now managed by a company with no legal obligation to your original agreement.
• If this happened once, what stops it happening again?

There’s been no widespread disclosure. No apology. No offer of reassurance.

6. Who Is Responsible?

The directors of the new entity remain largely the same. Baaj Capital and Atalla Capital (AB Capital) continue to be involved behind the scenes. The management team has largely survived the transition.

So why are they not being held to account?

Conclusion: Transparency Isn’t Optional

For fulfilment organisation(s), trust is everything. Huboo lost that trust by failing to warn clients and continuing to trade under a new name without open disclosure.

If you’re a current customer of HUBOO TECH Limited, ask yourself: what else aren’t they telling you?

The public, and especially the UK startup sector, deserves better.

Next: Pre-Pack Administrations — Legal or Loophole? For ongoing improvement, focus on warehouse operations, parcel delivery, inventory management, and third‑party logistics to achieve consistent results.