Originating in Finland as a marketplace aiming to link the Scandinavian countries, Allonby acquired Fruugo in 2012 and developed it into a marketplace able to create a localised shopping experience for each country it operates in with technology at its core.

Now, the global marketplace has a team of around 200 people, hosts more than 3,000 global retailers, operates in 42 countries worldwide and boosted revenue by 110% to £65m in 2022.