HUUB is a logistics and supply chain management platform specifically designed for fashion brands. Founded in 2015 and based in Maia, Portugal, the company provides a comprehensive solution that supports various sales channels, including eCommerce, wholesale, and physical stores. Its main offering, SPOKE, is an online application that facilitates production follow-up, inventory management, order fulfillment, and shipping processes. HUUB also enhances the customer experience by integrating tracking, returns, and support services, while ensuring seamless connectivity with eCommerce platforms and shipping providers. The company employs artificial intelligence and machine learning to optimize supply chain operations, including stock allocation, inventory levels, and resource management. With a growing global presence, HUUB currently orchestrates the supply chain for over 30 brands across three continents in the fashion and eCommerce sectors, enabling them to manage their physical and data flows within a unified ecosystem.