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London Tech Week

This startup raises $8.2M to make online shopping faster and risk-free 

Image credits: Hullabalook

London-based Hullabalook is a B2B software company whose technology platform transforms the way retailers build e-commerce sites. Now, the company has raised $8.2 million in a funding round.

Ambitious growth plans

The financing round was led by Nauta Capital along with backing from existing investors Passion Capital (which invested in Monzo) and Conviction VC. Hullabalook intends to use the funds for its continued growth in the UK and new markets in Europe and North America as retailers look forward to take advantage of the shift in consumer behaviour.

Bryony Elliot, Founder of Hullabalook, explained, “We are delighted to be partnering with Nauta Capital for this next exciting stage of our growth journey. When we started planning for our Series A, our ideal investor was a B2B SaaS specialist, with deep sector knowledge of Retail, a strong pan-European presence, and a team with whom we could build long-term relationships with. In Nauta Capital we have found the ideal partner to join us on our journey. We couldn’t be happier or more excited for the future.”

Commenting on the investment, Carles Ferrer, Nauta Capital’s London-based General Partner said: “We are very happy to be joining Hullabalook on their journey to transform the e-commerce user experience. As an experienced investor in retail enablement technologies, we are confident that this is a space that will continue to see enormous growth and we believe that the Hullabalook team and technology platform are ideally set to capitalise on this market dynamic.”

Transforms e-commerce user experience

Hullabalook was founded by Barny Darby and Bryony Elliott in 2016. They worked together at BAE Systems. When they decided to start a business together it was clear that they would apply their experience of transforming complex data to an industry people understood and make technology that’s accessible to all. As retail was the perfect fit, they came up with the concept of Hullabalook.

The company provides an e-commerce platform, which makes it possible to create user journeys that are impossible with any other technology choice and can be quickly deployed by both startups and the largest enterprise retailers.

The London scaleup has delivered amazing growth in 2021 with revenues growing by 3x compared to 2020. Retailers using Hullabalook’s software regularly see double-digit percentage increases in conversion rate and revenue and this has enabled Hullabalook to win customers worldwide. Currently, UK retailers and brands including, B&Q, Sainsburys Group, Currys & Dunelm use this platform.

How does it help retailers?

Its technology platform powers playful, engaging experiences within retailer websites to make shopping journeys more unique. Using their award-winning full-stack platform, they can rapidly develop personalised and dynamic product discovery experiences that allow shoppers to find the products they want to buy faster.

Hullabalook’s mission is to make retailer product catalogues easier to browse and purchase. Online shopping journeys look the same as they did a decade ago and traditional navigation processes coupled with ever-expanding product catalogues make product discovery very difficult for consumers.

Hullabalook deployments are proven with the largest and smallest e-commerce sites to deliver increased uplifts in Average Order Value, Conversion Rate and Revenue Per User. It has helped retailers across industries such as furniture, homeware, electrical, DIY and more.

The platform includes its proprietary merchandising AI, which allows retailers to get the best converting products into the shoppers’ eye-line. With Hullabalook, retailers can rank products by combining all these metrics in real-time and respond to each user click.

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