London-based B2B software company whose technology platform transforms the way retailers build ecommerce sites, Hullabalook has raised $8.2 million. The round was led by Nauta Capital and supported by existing investors Conviction VC & Passion Capital.
The capital investment will support the startup’s continued growth in the UK and new markets in North America and Europe as retailers look to take advantage of the ongoing shift in consumer behaviour.
Bryony Elliott, Co-founder of Hullabalook, said: “Our 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.”
Founded in 2016, the company has created a new platform that empowers retailers to gain all of the benefits of headless commerce technologies without needing to re-platform.
The approach of combining a smart product data enrichment engine with a Storefront Progressive Web Application (PWA) Builder, creates shopping experiences which are unrivalled in their speed and fluidity and can be incrementally adopted.
The company offers an ecommerce 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 scale-up has delivered amazing growth over the last year, with revenues to the end of 2021 up 3X compared to a year earlier. Retailers using Hullabalook’s software regularly see double digit percentage increases in conversion rate and revenue which has enabled Hullabalook to win customers around the world as well as many UK retailers and brands such as MADE.com, B&Q, Sainsburys Group, Currys & Dunelm.