Bristol, UK; 21st April 2026: Huboo, the Bristol-based tech-enabled e-commerce fulfilment specialist, has acquired Manchester-based delivery technology company Sorted Group Limited, creating an integrated platform spanning fulfilment, shipping, returns and delivery analytics.

The combined group, which processes over 100 million parcels annually and serves more than 400 brands and retailers, will create a fully integrated, proprietary, technology-led logistics platform supporting emerging brands through to established national and global retailers, representing circa £1 billion in gross merchandise value (GMV) per year.

Backed by over £200 million of investment to date, the transaction brings together Huboo’s tech-enabled fulfilment expertise with Sorted’s delivery management technology to deliver a unified solution across the entire post-purchase journey.

Together, the platform will use data and AI-driven optimisation to improve carrier selection, streamline fulfilment-to-delivery handoffs, reduce integration complexity and provide greater visibility across delivery and returns for retailers, carriers and, most importantly, consumers – reducing friction, lowering costs and significantly improving the end customer experience. Sorted’s tracking and delivery data capabilities will also give retailers deeper insight into performance, enabling more transparent operations, greater optionality in carrier and service choices, and better-informed decision making.

Sorted’s technology is already trusted by major retailers including Marks & Spencer, Asda and JD Sports, and will now be integrated into the broader Huboo platform to enhance capabilities across both fast-scaling brands and large, established retail operations. Sorted will continue to operate as a carrier- and fulfilment-agnostic delivery technology platform, supporting a wide range of logistics providers, retailers and partners globally. Its solutions will remain available to third-party logistics providers and enterprise retailers independent of Huboo’s fulfilment services.

The combined Huboo Group will operate from established sites in Bristol, Manchester, Eindhoven and Madrid, marking a significant and proud entry into the dynamic North West market and strengthening Huboo’s ability to deliver truly national coverage across the UK, complementing its established presence in the South West and South East. Sorted’s Manchester office will continue as a centre of excellence for delivery and returns technology.

The platform will support emerging, scaling and established brands, including large national and international retailers, with flexible, tailored logistics solutions that move beyond traditional one-size-fits-all fulfilment models.

Jo Kennedy, Managing Director, Huboo, said: “Bringing Sorted into the Huboo Group allows us to connect fulfilment, shipping and returns into a single intelligent platform. Together, we can help e-commerce brands – from fast-growth disruptors to established retailers – operate more efficiently, deliver better customer experiences, and scale with greater confidence.”

Paul Hill, Product Director at Sorted, added: “Becoming part of the same group as Huboo gives our technology, people and customers a stronger long-term platform. There is a clear fit between Huboo’s fulfilment capability and Sorted’s delivery technology, and we are excited by what the two businesses can build together over time.”

Mahmoud Atalla, Executive Chairman of Brislington Holdco, parent company of Huboo and Sorted, said: “Sorted represents a natural next step in Huboo’s transformation as a leading European e-commerce fulfilment and supply chain platform. By bringing together two highly complementary businesses, we are building a more powerful proposition for customers across the full spectrum – from emerging brands to large-scale retailers – while continuing to support Sorted’s broad ecosystem of logistics and retail partners.

“This transaction is supported by continued investor backing, with over £200 million invested in the Group since inception, including more than £30 million since the beginning of last year. This enables the acceleration of Huboo’s growth, with further investment planned as we scale.

“Our ambition is to build the core operating platform and underlying systems underpinning European commerce, targeting continued growth beyond 100 million parcels annually and circa £1 billion GMV over time.”

This acquisition builds on Huboo’s transformation following its 2024 buyout backed by BlackRock, Ada Ventures and Atalla Capital. The group is now positioned as one of Europe’s leading technology-enabled fulfilment and supply chain platforms, with a focus on innovation, sustainability and international growth.

The business plans to continue expanding its presence across the US, Asia and the Middle East as it scales globally.

About Huboo
Headquartered in Bristol, UK, Huboo is a people-powered, technology-led e-commerce fulfilment provider supporting ambitious retail brands across the UK, Europe and internationally.

About Sorted
Founded in 2010 and based in Manchester, Sorted Group Limited is a global leader in delivery management and courier optimisation technology, supporting major retailers worldwide.

About Atalla Capital
Founded in 2021 by the former Head of UK Private Equity and Global Special Situations Trading at HSBC, Atalla Capital (“AC”) is a London-based arranger of and investor in hybrid capital solutions with a focus on business transformation of technology-related platforms in the UK, EMEA and the Americas.