Porto-based fashion-logistics SaaS platform founded in 2015. Acquired in September 2021 by Danish shipping and logistics group A.P. Møller-Maersk, the first Portuguese start-up Maersk has bought outright. HUUB's cloud-based fulfilment platform now plugs directly into the Maersk e-commerce logistics stack.
HUUB is a Porto-based logistics SaaS founded in 2015 by Luís Roque, Pedro Santos, Tiago Craveiro and Tiago Paiva. Its “Spoke” platform provides a fully digital, end-to-end omnichannel supply chain — inventory, fulfilment, last-mile — specifically tuned to the operating model of small and mid-sized European fashion brands. After two early investments from Maersk Growth (totaling roughly €3 million) in 2018 and 2019, HUUB was acquired outright by A.P. Møller-Maersk on 15 September 2021. It was Maersk’s first wholly-owned Portuguese acquisition.
Post-acquisition, HUUB’s technology has been integrated into Maersk’s broader e-commerce logistics stack, supporting the Danish group’s push to position itself as an end-to-end integrated supply chain provider rather than a pure ocean-freight operator. The Porto team has continued to operate as the technical and product hub of the platform within Maersk.
HUUB is one of the cleanest examples of Portuguese venture-backed software being absorbed into a Nordic strategic acquirer. For Portuguese founders evaluating Nordic acquirer paths — in logistics, maritime, energy or industrial software — HUUB is a textbook case study: targeted early investment from a corporate VC, two cycles of operational validation, then a full acquisition that retains the Porto engineering team.
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