Operations is a product.
Most ops tools are spreadsheets in disguise. We treat pick paths, routing rules and channel policies like first-class product surfaces — designed, measured, iterated.
● Our storyWe were the
We were the
customer first.
Huup started in a small office in East London, two streets from where its founders used to run a multi-channel parts retailer. For years they were customers of every "stitch your stack together" tool on the market — Linnworks for orders, ShipStation for labels, half a dozen Google Sheets for purchasing, and a tired developer holding the duct tape together.
In late 2024, they decided the duct tape needed to become a product. Huup is what that team wishes they'd had: one source of truth for listings, stock, orders, suppliers and messaging — for the 50–500 SKU brands that have outgrown plugins but aren't ready to live inside an ERP.