Huboo keeping Calm and carrying on

By Ben Carey on 2 February, 2024

West country eCommerce fulfilment provider Huboo is helping a new anxiety-relieving wellness brand to grow its business.

Huboo, which has a depot in Chippenham, is working with Calm Collective to support its growth journey and take its pioneering, anxiety-relieving jewellery to customers across Europe.

Calm Collective is on a mission to provide comfort and support to people dealing with anxiety, ADHD and autism through its unique fidget and anxiety rings.

Established in 2022, the brand has quickly found an audience for its distinctive designs, shipping thousands of products each month.

Calm Collective’s rapid growth since launch meant the company needed an external fulfilment partner to alleviate its growing fulfilment challenge and support its expansion into mainland Europe, which had previously been too prohibitive to enter due to the heavy admin burden involved. 

Huboo started fulfilling Calm Collective’s orders in May 2023 and between June and November the company’s sales increased by 86% while bringing down shipping times in both the UK and Europe.

Matt Lewis, Co-Founder of Calm Collective, said, “We started Calm Collective to raise the bar for fidget and anxiety rings. Customers really benefit from these products, but they also want to express themselves – just as they would with any other jewellery. Our range really stands out from the crowd, and as order volumes have skyrocketed, we realised that we’d need an external fulfilment partner to keep on meeting customer expectations.

“Choosing Huboo was a no-brainer. They’re experts in eCommerce, and I’ve been particularly impressed with how they’ve eased our pathway into the EU market. I didn’t think this would be straightforward due to the exacting VAT and customs compliance requirements – Huboo proved me wrong. Ultimately, I’m just not worried about my fulfilment now. It’s nailed down, and I know that Huboo can scale with us as we grow.”

By partnering with Huboo, Calm Collective is also able to customise its packaging, create gift boxes and maintain a personalised approach to every order, while Huboo’s order tracking ensures customers always know exactly where their jewellery is and when it’s due to be shipped – an important yardstick for all wellness products.

The next goal for Calm Collective will be moving from UK-based shipments and shifting stock over to mainland Europe to bring down the delivery time and cost for EU orders, something which Huboo will be able to facilitate through its pan-European warehouse network and real-time stock forecasting and order management technology.

Paul Dodd, Co-Founder and CIO at Huboo, added, “Calm Collective is an amazing brand making a positive difference in people’s lives by helping them stay calm, focused and in control of whatever each day throws at them. Its main competitors are off-the-shelf, often lightweight products hawked out via digital marketplaces. There’s no contest when it comes to jewellery quality, but it’s vital that Calm Collective is able to offer the same ease and convenience when selling via its website, which is where our fulfilment services come to the fore.

“We’re proud to be partnering with some of the leading lights of the UK wellness industry, and we’re committed to supporting Calm Collective on the next stage of its exciting European growth journey.”