Rapid-growth Bristol e-commerce fulfilment technology firm Huboo has hit the acquisition trail, snapping up a specialist integration business also based in the city.
The takeover of Roseta.io, which works with Notonthehighstreet, Etsy, Shopify and Magento, will enable Huboo to incorporate its innovative e-commerce integration software into its full stack fulfilment offering. 
Huboo said this will help its customers integrate with multiple online sales channels and marketplaces on a global scale.
Huboo has also acquired bespoke software engineering company and Roseta.io parent New Vision, which was founded by James Baldwin in 2013.
The acquisition is the first by Huboo since it landed a £60m investment in a series B funding led by Emirati-based sovereign fund Mubadala.
Huboo uses environmentally sustainable logistics methods to support a wide range of online retailers, including electronics, food & beverage and cosmetics sellers. 
Formed just over four years ago, Huboo’s growth has been accelerated over the past two years by a step-change in eCommerce demand sparked by the pandemic.
Huboo said the engineering team at New Vision had extensive experience in building complex solutions for B2B clients in the e-commerce sector. However, by 2019 the need for a SaaS solution was identified and Roseta.io was created.
By working with e-commerce clients, Roseta.io has developed a solution to a common pain point that many clients face – seamless integration to unlock multichannel eCommerce sales opportunities. 
Huboo co-founder and CTO Paul Dodd, pictured, said: “This new partnership will not only see us develop and enhance our customer proposition, but it supports our place as a leading technology business, working alongside some of the best people in the field.”
James Blackburn added: “Huboo is a really exciting business backed by strong growth, investors, an impressive array of awards, national publicity and a massive international market opportunity.
“From the outset of our discussions with Huboo it was clear that the businesses were a great fit for each other.”
As part of the deal, James Blackburn and Roseta.io co-founder and commercial director Karl Moss, along with its engineering team, will work at Huboo to continually develop and enhance the product offering, backed by Huboo’s people and resources.
Financial details of the deal have not been disclosed.
