Huboo announced it has acquired Sorted Group Limited, creating an integrated platform that spans fulfillment, shipping, returns, and delivery analytics as the company expands its capabilities across the post-purchase e-commerce journey.
The combined group processes more than 100 million parcels annually and supports over 400 brands and retailers, representing approximately £1 billion in gross merchandise value. The transaction brings together Huboo’s tech-enabled fulfillment operations with Sorted’s delivery management technology to form a unified, proprietary logistics platform.
The integrated platform is designed to leverage data and AI-driven optimization to improve carrier selection, streamline handoffs between fulfillment and delivery, and reduce integration complexity. It also enhances visibility across delivery and returns, enabling retailers, carriers, and consumers to benefit from improved transparency, lower costs, and better customer experiences.
Sorted’s technology, already used by major retailers such as Marks & Spencer, Asda, and JD Sports, will be integrated into the Huboo platform while remaining carrier-agnostic. Its services will remain available to third-party logistics providers and enterprise retailers, independent of Huboo’s fulfillment network.
The combined entity will operate across key locations, including Bristol, Manchester, Eindhoven, and Madrid, strengthening Huboo’s national coverage in the UK and expanding its presence in Europe. Sorted’s Manchester office will continue to serve as a center of excellence for delivery and returns technology.
Backed by more than £200 million in investment to date, including support from BlackRock, Ada Ventures, and Atalla Capital, Huboo is positioning itself as a leading technology-enabled fulfillment and supply chain platform. The company plans to continue expanding globally, with growth targeted across the U.S., Asia, and the Middle East.
The acquisition follows Huboo’s 2024 buyout and marks a significant step in its strategy to build a comprehensive operating platform for European commerce, supporting businesses from emerging brands to large international retailers.
KEY QUOTES:
“Bringing Sorted into the Huboo Group allows us to connect fulfilment, shipping and returns into a single intelligent platform. Together, we can help e-commerce brands – from fast-growth disruptors to established retailers – operate more efficiently, deliver better customer experiences, and scale with greater confidence.”
Jo Kennedy, Managing Director, Huboo
“Becoming part of the same group as Huboo gives our technology, people and customers a stronger long-term platform. There is a clear fit between Huboo’s fulfilment capability and Sorted’s delivery technology, and we are excited by what the two businesses can build together over time.”
Paul Hill, Product Director, Sorted
“Sorted represents a natural next step in Huboo’s transformation as a leading European e-commerce fulfilment and supply chain platform. By bringing together two highly complementary businesses, we are building a more powerful proposition for customers across the full spectrum – from emerging brands to large-scale retailers – while continuing to support Sorted’s broad ecosystem of logistics and retail partners. This transaction is supported by continued investor backing, with over £200 million invested in the Group since inception, including more than £30 million since the beginning of last year. This enables the acceleration of Huboo’s growth, with further investment planned as we scale. Our ambition is to build the core operating platform and underlying systems underpinning European commerce, targeting continued growth beyond 100 million parcels annually and circa £1 billion GMV over time.”
Mahmoud Atalla, Executive Chairman, Brislington Holdco
