The company Huboo Technologies Limited (now Hub Realisations Limited Company number 09727464) entered administration in December 2024 which resulted in millions of unpaid debts and hundreds of businesses being left without support. The newly established Huboo Tech Limited operates under the identical brand name of the previous company. Should this have been allowed?
Why Keeping the Huboo Brand Is Controversial
Customers Were Burned by Huboo’s Collapse
The company’s collapse resulted in stock losses and delayed orders for numerous businesses.
Huboo Tech Limited operates under the same name which might confuse potential new clients.
The Name Is Associated with Failure
Huboo Technologies Limited (now Hub Realisations Limited Company number 09727464) lost £47 million in 2022 alone.
The brand now carries the stigma of financial collapse which makes it challenging to restore customer trust.
It Creates an Unfair Advantage
The new company profits from the established reputation of the old company yet avoids taking responsibility for its debts.
Does it make sense for a business to maintain its original branding after experiencing such a significant failure?
Should Insolvency Laws Be Stricter About Branding?
When a business enters administration should it be required to change its brand identity?
Should customers receive complete disclosure about the fact that Huboo Tech Limited operates independently from the original Huboo company?
Conclusion
The new company Huboo Tech Limited maintains the Huboo name despite the negative impact from its previous company. Will businesses place their trust in the brand or will the negative impact of its previous failure persist?
