The archive · Logistics & Supply · Operational decision · 2021–2025
Cubbo's urban-fulfillment bet: 5pm CDMX cutoff, Brazil growth, now Natura's logistics
Cubbo put small urban warehouses inside LatAm cities for same-day e-commerce; the bet scaled from Mexico to Natura's Brazil logistics and turned profitable.
Cubbo
What the business is
Cubbo is a LatAm e-commerce fulfillment operator: it runs small urban warehouses (micro-fulfillment centers), picks and packs shoebox-or-smaller non-perishables, and partners with last-mile couriers so brands can offer same-day delivery without building logistics.
Starting capital：US$4M seed (Nov 2021) led by SV Latam Capital with Bragiel Brothers and BluStone; undisclosed pre-Series A (2022) including Gerdau Next Ventures and Gaingels
How it started
Brian York (born in Bogotá, raised in Boston) and Josu Gurtubay, who had worked together in third-party logistics, founded Cubbo in January 2021. They bet that LatAm brands — with roughly 20% of sales already direct-to-consumer, per York — wanted Amazon-grade delivery without surrendering customer data and margins to marketplaces.
What happened
Raised a US$4M seed in November 2021 and launched in Mexico, then Colombia. By mid-2022 the company claimed a 274% revenue increase since the seed announcement, profitability, and an undisclosed pre-Series A including Gerdau Next Ventures, after acquiring São Paulo logistics firm DedaLog in March 2022 and planning new warehouses in Bogotá, São Paulo and Rio.
How it ended up
Still running and scaling into Brazil: by 2025 Cubbo operated fulfillment centers in São Paulo, Rio de Janeiro and Rio Grande do Sul, was hired to run Natura's e-commerce and direct-sales logistics for the state, and had customers paying for its own warehouse software (Invoka interview, Nov 2025).
Background
Cubbo is a Latin American e-commerce fulfillment operator built on small urban warehouses. It handles non-perishable, shoebox-or-smaller goods — cosmetics, electronics, apparel — and partners with last-mile couriers, so a brand can take orders until 5 p.m. and still deliver same-day in Mexico City, a cutoff its founders said Amazon and Mercado Libre couldn't match from out-of-town facilities.
The company was founded in January 2021 by Brian York and Josu Gurtubay, who had worked together in third-party logistics. Their bet, per TechCrunch: LatAm brands already made about 20% of sales direct-to-consumer and wanted fast delivery without giving up customer data or margin to marketplaces, so Cubbo converted abandoned urban spaces into micro-fulfillment centers. A US$4M seed led by SV Latam Capital followed in November 2021.
By mid-2022 Cubbo said revenue had grown 274% since the seed and the operation was profitable, and it raised an undisclosed pre-Series A including Gerdau Next Ventures after acquiring São Paulo logistics firm DedaLog. By 2025 it ran centers in São Paulo, Rio de Janeiro and Rio Grande do Sul, was hired to operate Natura's e-commerce and direct-sales logistics for that state, and had clients paying for its own warehouse-management software, per a November 2025 interview with growth lead Marc Llonch Blanqué.
What has to be true
- The bet is sharply testable: urban micro-fulfillment could beat Amazon and Mercado Libre's same-day cutoff from inside the city, and TechCrunch documented the 5 p.m. edge in 2021.
- Traction has concrete numbers: ~600% order growth in November 2021, +274% revenue by June 2022, then profitability, all in named outlets.
- It shows a niche wedge scaling across borders: same small-warehouse playbook, first Mexico-Colombia, then Brazil via the DedaLog acquisition.
- The outcome is unusual for LatAm logistics: still independent and expanding into a large enterprise account (Natura) rather than consolidating or shutting down.
What can be applied
Proximity is a logistics moat: in-city inventory beat competitors' same-day cutoffs, and the same playbook — small urban centers plus local partners like DedaLog — crossed borders.
Aftermath
As of November 2025 Cubbo is operating in Mexico, Colombia and Brazil with urban micro-fulfillment centers including São Paulo, Rio de Janeiro and Rio Grande do Sul. It was hired to run Natura's e-commerce and direct-sales logistics for Rio Grande do Sul (O Repórter, 2025-05-27), and its own warehouse software had become a paid product in Brazil, per the Invoka interview. No revenue or headcount figures for 2025 were disclosed, and the Series A planned for 2022 has not been confirmed as closed.
Sources
- Cubbo aims to be Latin America's next e-commerce fulfillment leader
- Cubbo anuncia una ronda pre-serie A con la que aumentará su capacidad operativa en la región
- Natura deixa Canoas e monta centro logístico em Cachoeirinha
- Cubbo: innovación en logística y fulfillment en e-commerce
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