Welcome to the world of Hullabalook!

We’re a London based tech scale-up with customers all over the world. We want to change shopping for the better – better for retailers and for shoppers. Technology plays a big role in this, so we’re passionate about using it to enhance our daily lives.

Hullabalook was founded in 2016 by Bryony and Barny. They worked together at BAE Systems and bonded over a lack of sleep while they both travelled around the world for business. When they decided to start a business together one thing was absolutely clear – they would apply their experience of transforming complex data to an industry people understood and make technology that’s accessible to all. Retail was the perfect fit.

Our team is jam-packed with deep-tech experts, serial entrepreneurs and product gurus. We are unashamedly geeky and reassuringly human.

Read more about our Management Team below, and contact us if you would like to come and work at Hullabalook.

Barny Darby - Founder

Forms, tech stuff, maths & clever things

Barny likes

Dangerous sailing adventures
Dangerous diving adventures

Bryony Elliott - Founder

Product & business strategy, bus dev & cactus maintenance

Bryony likes

Knitting (and all things fabric)
Shiny objects
Breaking recommendations engines


R&D, platform engineering, bots, humour modules & awesome code

Rich likes

Deleting code
Maths based magic systems
Outdoor activities


R&D, customer engineering, naming things & beautiful UIs

James likes

Bottomless brunches
Settlers of Catan
Snow covered mountains
Jump starting my car


Bus Dev, making customers happy, organisation, planning & fashion guru

Emma likes

Koko Kanu


We are based in London Waterloo, and are always looking for great new people who want to join our team. Please contact us and let us know how you think you can contribute to our vision for e-commerce.