Maersk makes another move into E-commerce with first tech acquisition

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A.P. Moller – Maersk (Maersk) has announced the acquisition of HUUB, a Portuguese cloud-based logistics start-up, specialised in technology solutions for B2C warehousing for the fashion industry. This is Maersk´s third acquisition this year within E-commerce Logistics, strengthening Maersk´s technology capabilities in the area.

“HUUB is a great fit for Maersk, a curious team with inspiring founders,” said Vincent Clerc, Executive Vice President and CEO of Ocean & Logistics, A.P. Moller – Maersk. “With HUUB we are acquiring world class capabilities and talent that will allow us to greatly accelerate the development of our omni-channel offering. This will make it much easier for our customers to focus on their core business of producing and selling goods and swiftly bringing them to the end-consumers.”

Once HUUB´s technology is embedded into Maersk’s existing solutions, customers will get fully integrated Maersk E-commerce Logistics products with modern highly user-friendly customer and partner interfaces. Furthermore, Maersk customers will have a single source of truth for stock visibility.

“Since day one, HUUB has had two main purposes: disruption and scale,” explained Tiago Paiva, HUUB CEO. “Disruption to have the capacity – and courage – to say that a multi-billion dollar industry needs a digital revolution and to envision and create a revolutionary supply chain platform and ecosystem.

“In addition, there is the scale that allows disruption to occur, feeding it with the volumes that can make a difference. For HUUB, this joint path that now starts with Maersk represents both. Firstly, the validation of our disruptive vision and product. And secondly, Maersk is the scale enabler that will allow our platform to serve amazing customers and lead the eCommerce logistics market.”

To strengthen its integrated logistics offering, Maersk set out two and a half years ago on an M&A journey, acquiring Vandegrift, a custom broker; Performance Team, a warehousing and distribution specialist and, KGH a Customs Services. Last month, Maersk expanded its E-commerce footprint by announcing the acquisition of Visible MSC and its intention to acquire Europe B2C.

Maersk points out that HUUB is its third acquisition within E-commerce Logistics, underlining that “this is a new and important strategic focus area towards delivering integrated logistics to customers.”