The people
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Working at Hubba
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On the TechTO stage
Ben Zifkin of Hubba presents Lies We Are Told About Building A Business
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Ben Zifkin of Hubba presents Quit Whining: and 9 other things to build a world-class tech community
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Danielle Brown of Hubba presents Marketing at the Speed of Tech
Watch on YouTube ↗Every talk is searchable — ask the archive about Hubba ↗
About
Hubba started as a platform for brands, distributors and vendors to manage product information, with a discovery network that put craft brands on the radar of large retailers such as PetSmart, Walmart and Unilever. From 2018 it pivoted entirely to independent retail, matching small brands with buyers who could order directly through Hubba. It lost its CTO and CMO within three months in 2018 and cut headcount by almost half across two rounds of layoffs. On February 1, 2021 — just over ten years after its founding — CEO and founder Ben Zifkin told staff the company was out of money and would wind down. Hubba was also known for backing the Toronto ecosystem, including throwing its early support behind Ladies Learning Code.
Backers
Goldman Sachs, Kensington Venture Fund, Real Ventures, Brightspark Ventures, among others · $60M+ raised (BetaKit, Feb 2021)
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Quick answers
What did Hubba do?
It ran a B2B network and marketplace matching independent retailers with emerging brands. Brands listed products free; Hubba took a commission on orders.
Who founded Hubba?
Ben Zifkin, in Toronto in 2011. He was CEO until the company shut down and is now founder and CEO of WayTrade.
What happened to Hubba?
It shut down on February 1, 2021, just over ten years after its founding. BetaKit reported the company had run out of money and told investors it would wind down; around 45 employees were laid off. Contributing factors reported at the time included a 2018 pivot and executive departures, two rounds of layoffs, the pandemic's impact on its small-business customers, and competition from Faire, Abound and Mable.