Hubba failed startup logo


Hubba, founded in 2011 by Ryan Behar and Ben Zifkin, was a promising Toronto-based startup that operated as an online wholesale marketplace, primarily catering to food and beverage brands and small, independent retailers. The platform was designed to facilitate connections between these entities, allowing brands to list their products and retailers to place orders. Hubba also incorporated features like sample requests and price negotiations, aiming to streamline the business process for its users. At its peak, Hubba boasted over 100,000 users, including some of the world’s largest food and beverage brands.

Financially, Hubba attracted significant investment, raising a total of $60 million from notable investors such as Goldman Sachs Investment Partners, Real Ventures, Kensington Venture Fund, and Brightspark Ventures. This investment was a testament to the high expectations and confidence in the company’s business model and leadership.

The leadership team at Hubba was experienced and diverse, with backgrounds spanning companies like BlackBerry, Wattpad, Mozilla, GMP Securities, and Workbrain. Ben Zifkin, an early employee at Workbrain before its acquisition in 2007, was particularly notable for his vision of building Hubba into a multibillion-dollar tech company, with plans for a potential IPO as early as 2020.

Despite its strong start and promising outlook, Hubba faced challenges that led to its eventual shutdown in February 2021. The company experienced significant changes and difficulties starting around 2018. This period saw the departure of key executive figures, including the chief technology officer and chief marketing officer, and involved two rounds of layoffs that reduced the company’s headcount by almost half. Hubba also underwent a strategic pivot from focusing on enterprise clients to concentrating solely on independent brands and retailers, facilitating direct orders through the platform.

This shift in focus, however, came with its own set of challenges. The company’s founder, Ben Zifkin, noted a growing interest in the world of independent retail, with many brands not necessarily aiming to partner with large retailers like Walmart. This strategic change, while potentially beneficial in targeting a niche market, may have contributed to the company’s challenges in sustaining growth and profitability.

Additionally, the impact of the COVID-19 pandemic cannot be overlooked. The pandemic created significant disruptions across industries, and small businesses, which formed a substantial part of Hubba’s customer base, were particularly hard hit. According to Statistics Canada data, over half of Canadian businesses saw a drop in revenue compared to 2019, with 20 percent experiencing a revenue drop of 40 percent or more.

Hubba’s journey ended abruptly on February 1, 2021, when CEO Ben Zifkin announced during an emergency all-hands Zoom meeting that the company was out of money and would be ceasing operations immediately. This announcement came as a shock to many employees, as Hubba was once viewed as a rising star in the Toronto tech scene. Zifkin’s approach to business, emphasizing community contribution and employee welfare, had garnered respect and admiration.

The closure of Hubba serves as a reminder of the volatile nature of the startup ecosystem and the multitude of challenges that even well-funded and well-managed companies can face. From strategic pivots and executive team changes to broader economic challenges like the COVID-19 pandemic, Hubba’s story highlights the complexity of navigating the startup landscape.

In conclusion, while Hubba achieved significant milestones and attracted substantial investment, a combination of internal challenges, strategic shifts, and external economic factors ultimately led to its closure. The Hubba story provides valuable insights into the startup world, underscoring the importance of adaptability, market understanding, and the ability to navigate unforeseen challenges.

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