Hullabalook, a B2B software company whose technology platform transforms the way retailers build eCommerce sites, has raised £6 million.

The company provides an eCommerce platform which makes it possible to create user journeys which can be quickly deployed by both startups and enterprise retailers.

The London-based scaleup saw revenues to the end of 2021 grow 3x compared to a year earlier. 

It has customers around the world as well as many leading UK retailers and brands such as, B&Q, Sainsburys Group, Currys and Dunelm.

The capital investment,  led by Nauta Capital and supported by existing investors Conviction VC and Passion Capital, 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. 

“We are delighted to be partnering with Nauta Capital for this next exciting stage of our growth journey,” said founder Bryony Elliot. 

“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 retailer product catalogues easier to browse and purchase.

It combines a smart product data enrichment engine with a storefront progressive web application builder, creates shopping experiences which it says are unrivalled in their speed and fluidity and can be incrementally adopted.

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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.”