Huboo acquires & New Vision

Huboo has announced the acquisition of Bristol-based specialist integration company, and parent company New Vision.

⇒ Huboo has acquired and New Vision as part of global expansion strategy

⇒ The deal sees New Vision and MD & Founder James Blackburn and his engineering team continue to work with Huboo for ongoing product development

⇒’s innovative technology helps eCommerce businesses seamlessly integrate online sales channels and marketplaces

The deal, negotiated by respective legal teams Blandy & Blandy on behalf of and Eversheds Sutherland on behalf of Huboo, will see Huboo incorporate’s innovative eCommerce integration software into its full stack fulfilment solution; helping its customers integrate with multiple online sales channels and marketplaces on a global scale.

Also acquired is New Vision, the bespoke software engineering company that James Blackburn originally founded in 2013. The engineering team at New Vision has extensive experience in building complex solutions for B2B clients in the eCommerce sector, but by 2019 the need for a SaaS solution was identified and was created. Through working with several eCommerce clients, was developed to provide a solution to a common pain point that many clients were facing; seamless integration to unlock multichannel sales opportunities in the eCommerce space.

As part of the deal, MD & Founder James Blackburn, Karl Moss (’s Co-Founder & Commercial Director) and the engineering team will work at Huboo to continually develop and enhance the product offering, backed by Huboo’s people and resources.

James Blackburn, MD & Founder of New Vision and, said “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. I’m delighted to join them and excited for what is in store over the coming years, as I and my team continue to deliver innovative and high performing integration solutions for the eCommerce sector.”

Paul Dodd, CIO & Co-Founder of Huboo, added “We’re excited to announce the acquisition of and New Vision as we continue to expand Huboo’s presence and offering on a global scale. 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.”

The acquisition was completed at the end of January 2022.

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