# Hullabalook: Information technology & services, London, United Kingdom

> Hullabalook: Hullabalook is a London-based retail technology company that specializes in product discovery solutions for the e-commerce industry.

Source: https://millionrounds.com/startup/hullabalook (Millionrounds; every figure on the page links to its filing or article)

United Kingdom · [Information technology & services startup](https://millionrounds.com/companies)

# Hullabalook

Hullabalook is a London-based retail technology company that specializes in product discovery solutions for the e-commerce industry.

Funding reported Last round: Series A

Information technology & services London, United Kingdom

Company summary

- **Founded:** 2016 10 years old
- **Team:** 17 11 to 50 people
- **Funding reported:** 8.2M as listed, currency not stated
- **Last round:** Series A Feb 2022

How sure we are

- ✓ **Listed** We know it exists and what it does
- 2 **Funding reported** A company dataset reports a raise
- 3 **Observed** A filing or a dated announcement confirms a round

No round for Hullabalook has been confirmed by a filing or an announcement yet, so nothing here counts toward an investor's record. [How we decide](https://millionrounds.com/methodology)

## About Hullabalook

Hullabalook is a London-based retail technology company that specializes in product discovery solutions for the e-commerce industry.

Founded in March 2016 by Bryony Elliott and Barny Darby, Hullabalook aims to enhance how online shoppers find and purchase products, particularly in the furniture and home appliances sectors. The company offers a B2B software platform that integrates with existing retail storefronts, utilizing advanced algorithms and machine learning to improve user experience and increase conversion rates. The company's services include a product discovery platform, a visual discovery engine, and gamified shopping experiences. Hullabalook also provides tools like a Room Creator for visualizing products in a room setting, AI-generated category pages, and image-based search features. With a focus on data enrichment and analytics, Hullabalook helps retailers optimize their e-commerce performance. The company has raised approximately $12.5 million in funding, with key investors including Passion Capital and Nauta Capital.

## What company datasets say Hullabalook raised

Funding, as reported

Reported in all **8.2M** in the source's currency

Rounds **5**

Last round **Series A**

Last round size **8.2M**

Last round date **Feb 2022**

Investors listed **5**

## Funding filed with regulators

Hullabalook filed one raise, $8.1M in all. Filings say how much was sold and to how many investors; they never name the investors.

- Jan 2022 **$8.1M** UK share allotment

## On a portfolio page

Investors who name them

- [Nauta Capital](https://millionrounds.com/fund/nauta-capital)

Each firm lists Hullabalook on its own website. That is the firm's claim, a weaker thing than a round we watched, but a named source.

## The company, in detail

What they build

Known for

user experience visualization tools consumers customer engagement visual search ecommerce personalization enterprises ai-driven product ranking product attribute filtering visual recommendations information technology & services ai category pages visual shopping assistant custom room design shopping cart uplift startup

Built with from their website

PWA Google Cloud YouTube MailChimp Google Workspace CloudFlare Viewport Meta Apple Business Manager Google Cloud Hosting Google Meet

+8 more

CloudFlare CDN Pinia Google Font API Nuxtjs Mobile Friendly Google Frontend Open Graph Google Cloud Trace

- **Sector:** Information technology & services
- **Industry code:** NAICS 513210, 541512, SIC 7375, 7372, 7371
- **Region:** England

## Information technology & services in United Kingdom

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- [**Behavox** London · founded 2014 *Raised*](https://millionrounds.com/company/behavox)

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