• The Hullabalook Platform builds high performance progressive web applications to enable key parts of the ecommerce storefront
  • Hullabalook’s technology is already used by 6 of the top 10 UK Homewares retailers
  • Continues 3X year on year revenue growth to end of 2021
  • The investment will enable them to expand into new verticals and new markets
  • The funding round is led by Nauta Capital and supported by existing investors

London, February 10, 2022 Hullabalook, a B2B software company whose technology platform transforms the way retailers build ecommerce sites, has raised $8.2m led by Nauta Capital & supported by existing investors Conviction VC & Passion Capital. The company provides 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 London-based 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 leading UK Retailers and Brands such as MADE.com, B&Q, Sainsburys Group, Currys & Dunelm.

The capital investment will support Hullabalook’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 Elliot, Founder of Hullabalook, explains:

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. 

Hullabalook’s mission is to make retailers’ 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 has created a new platform that empowers retailers to gain all of the benefits of headless commerce technologies without needing to replatform. The Hullabalook 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.

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 ecommerce user experience. As an experienced investor in retail enablement technologies, we are confident that this is a space which 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.


For more information, contact: carles.ferrer@nautacapital.com

About Hullabalook

Hullabalook is a technology platform that powers playful, engaging experiences within retailers websites to make shopping journeys more unique. Using their award-winning full-stack platform, they can rapidly develop personalised & dynamic product discovery experiences that allow shoppers to find the products they want to buy faster. They work with customers across the globe, in 5 continents – including 6 of the top 10 Home and Garden retailers in the UK.

About Nauta Capital 

Nauta Capital is a Pan-European Venture Capital firm investing in early-stage technology companies, with offices in London, Barcelona, and Berlin. With over half a billion assets under management and a team of 24 people, Nauta Capital is one of Europe’s largest B2B focused VCs. As a sector-agnostic investor, Nauta’s main areas of interest include B2B SaaS solutions with strong network effects, vertically focused enterprise tech transforming large industries as well as those leveraging deep-tech applications to solve challenges faced by large enterprises. Nauta has led investments in more than 50 companies including Brandwatch, HappySignals, ChannelSight, Mishipay, Nextail, appfollow, zenloop, Mercaux, Holded, Onna, and Cledara.  Find out more at www.nautacapital.com