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Hullabalook has raised $8.2M across 1 funding round.
Key people at Hullabalook.
Hullabalook has raised $8.2M in total across 1 funding round.
Hullabalook, a London, UK-based B2B SaaS platform, provides advanced product discovery solutions for retailer websites, enhancing user experience and conversion rates through dynamic visualizations and headless commerce technologies. The company secured $8.2 million in Series A funding in February 2022, led by Nauta Capital, and reported 3X year-on-year revenue growth by the end of 2021, achieving double-digit conversion rate increases for customers. Hullabalook serves major UK retailers in the ecommerce and retail sector, including Sainsbury's Group, B&Q, Currys, and Dunelm, with its technology deployed across 6 of the top 10 UK homewares retailers. Additional investors include Conviction VC and Passion Capital, with the Series A funding earmarked for expansion into North America and Europe. Hullabalook was founded in early 2016 by Bryony Elliott and Barny Darby.
Hullabalook has raised $8.2M in total across 1 funding round.
Hullabalook's investors include Carles Ferrer, Conviction, Passion Capital.
Hullabalook is a London-based retail technology company founded in 2016 that builds a product discovery platform for ecommerce retailers, featuring tools like a room creator, AI category pages, visual recommendations, and faceted search to enhance shopper experiences.[1][2][3] It serves ecommerce businesses by solving the problem of poor product discoverability—using AI, analytics, and dynamic visualizations to convert browsers into buyers, particularly for items like furniture and electronics where size, color, and fit matter.[1][2][6] The company raised $8.2M in a Series A round about two years ago, employs around 45 people, and generates roughly $1M in annual revenue while remaining active at the Series A stage.[1][2][4]
Hullabalook was incorporated on March 2, 2016, as a private limited company (number 10039228) focused on business and domestic software development.[5] It was co-founded by Bryony Elliott and Barny Darby, data experts with decades of experience helping large organizations analyze and visualize complex data.[2] The idea emerged from recognizing gaps in ecommerce product discovery, leading to tools that leverage manufacturer descriptions, analytics, and UX innovations; early traction built on their expertise in retail analytics and data visualization, evolving into a full platform by powering personalized online storefronts.[1][2][3]
Hullabalook rides the wave of AI-powered ecommerce personalization, a market automating merchandising, search, and UX to combat cart abandonment amid rising online shopping.[1] Timing aligns with post-2020 ecommerce boom and AI advancements, favoring visual AI for categories like home goods where traditional text search fails.[1][6] Market forces like consumer demand for intuitive discovery and retailers' need for conversion tools work in its favor, as competitors like Syte and ViSenze validate the space.[1] It influences the ecosystem by enabling data-driven retail strategies, helping mid-sized ecommerce players compete with giants through accessible AI tools.[2][3]
Hullabalook's next phase likely involves scaling its Series A funding into product expansions like advanced AI features or international growth, capitalizing on ecommerce's sustained digitization.[1][4] Trends such as generative AI for visuals, edge computing for real-time personalization, and sustainability-focused discovery will shape its path, potentially driving revenue beyond $1M as accounts for 2025 loom.[2][5] Its influence may evolve from niche challenger to ecosystem staple if it sustains monthly analytics momentum and adapts to voice/visual search shifts, solidifying its role in turning complex retail data into shopper wins—much like its founders' data roots evolved into today's platform.
Key people at Hullabalook.
Hullabalook has raised $8.2M across 1 funding round. Most recently, it raised $8.2M Series A in February 2022.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| Feb 10, 2022 | $8.2M Series A | Carles Ferrer | Conviction, Passion Capital | Announced |
