Huboo has launched US operations in Dallas as the UK-headquartered fulfilment and logistics platform expands its international footprint and seeks to support brands selling across North America.
The move gives Huboo an operational presence in one of the world’s largest ecommerce and logistics markets. The company said Dallas was selected for its strategic position within the North American logistics network, enabling national distribution coverage and helping brands access new markets from launch.
The US operation forms part of Huboo’s broader plan to develop from a fulfilment operator into a software-enabled commerce infrastructure platform spanning fulfilment, logistics, software, and supply chain visibility. The company already operates across the UK, Netherlands, and Spain, and has partnerships across the Middle East and Asia.
Huboo is backed by funds managed by BlackRock and Atalla Capital. It supports more than 400 fast-growing and established brands, from emerging ecommerce businesses to national and global retailers, representing an estimated $8bn-plus of gross merchandise value across multiple territories.
The new US capability is designed to support American brands expanding internationally, as well as European and UK brands entering the US market. Huboo said it will offer multi-channel fulfilment across direct-to-consumer, retail, and marketplace channels, alongside Amazon and marketplace integration, cross-border shipping and returns, and integrated supply chain visibility.
The launch follows Huboo’s acquisition of Sorted, an AI-led delivery experience and logistics software platform used by retailers including M&S, Asda, and JD Sports. Huboo said the combination of fulfilment operations, AI-powered carrier integration, software, and data visibility gives brands greater control across the ecommerce supply chain.
One company using Huboo to support its international growth is Way of the Rope, the movement and fitness brand. After initially partnering with Huboo in the UK, the company expanded into the Netherlands and is now entering the US market.
Tim Shieff, founder of Way of the Rope, said: “We needed a partner who could support our ambitious expansion plans into the US, and Huboo is that partner. I am grateful for everything they have done for us in the UK and Europe so far, and I have real confidence in their ability to support our next stage of growth.”
The expansion comes as ecommerce brands face rising complexity in fulfilment, shipping, returns, and marketplace operations. Cross-border growth can increase sales reach, but it also adds pressure around stock positioning, delivery reliability, carrier choice, customs processes, customer communication, and returns handling.
For fulfilment providers, the competitive advantage is increasingly tied to visibility and orchestration rather than warehouse capacity alone. Brands selling across multiple channels need to understand inventory, delivery performance, and returns data across markets. Huboo’s move into the US gives it a physical base in a key region while extending the software-led proposition created through the Sorted acquisition.
Joanne Kennedy, Managing Director at Huboo, said: “Huboo’s brands already have significant customer demand in the US and we have proudly supported shipments into this market for many years. The launch of our on-the-ground operations in Dallas represents an important step in Huboo’s evolution from a fulfilment operator into a broader software-enabled commerce and supply chain platform. Brands need trusted operational partners capable of supporting international growth across multiple channels and geographies – and this is all possible as we take this next step.”
Huboo’s growing footprint now spans Bristol, Manchester, London, Eindhoven, Madrid, and Dallas. The company said it now processes over 200 million parcels annually across its established hubs and expanded logistics platform.
