Minor Figures: a brand built on quality

Minor Figures has built its reputation on doing things differently. Founded in East London, the brand has become known for bold design and a deep connection to the coffee community, for its products like Barista Oat and Chai Concentrate. 

Innovation sits at the centre of the business, from product development through to customer experience, and as the brand grew, delivery became an increasingly important part of maintaining that experience. 

As Lorenzo Delia from Minor Figures explains: “Delivery is part of the customer experience. We needed a partner that could match the quality and reliability we expect from the rest of the brand.”

That meant working with a carrier capable of delivering reliability, transparency and strong customer communication at scale.

HIVED × Minor Figures

Minor Figures began working with HIVED in early 2022. As the Minor Figures team was looking for a more reliable and sustainable delivery solution, HIVED’s electric delivery network and technology-first approach immediately stood out.

From the beginning, the partnership felt different. Instead of interacting with a distant carrier network, the Minor Figures team felt they were working with people who were open to feedback and focused on improving the delivery experience. As Lorenzo shares:

“We’ve been working with HIVED for a long time now. From the start, it felt like a totally different approach compared with other carriers. With other carriers, you often feel like you’re just a number, but with HIVED, it feels like you’re talking to people and having a normal conversation. I think we share the same values, always aiming for quality and trying to improve. There’s always room to listen to feedback and try to make things better.”

As a result, HIVED became Minor Figures’ preferred delivery partner.

Success with HIVED

The impact of the partnership quickly became visible in the numbers. Compared with their previous carrier setup, Minor Figures saw a dramatic improvement in delivery performance:

• 87% lower delivery failure rate

• 91% decrease damaged deliveries

• 87% reduction in replacements required

• 63% reduction in parcels lost in transit

Customers noticed the change too. During the Christmas peak, when Minor Figures routed deliveries across multiple carriers, they received messages from customers asking why their order hadn’t arrived via HIVED. As Lorenzo recalls: “We actually had customers notice when HIVED wasn’t delivering their orders. That says a lot about the experience they were used to.”

Launching with HIVED One

As Minor Figures continued to grow, the next challenge became simplifying logistics operations.

Managing multiple carriers was an ongoing complexity, with different systems, different collections, and fragmented tracking making delivery harder to manage at scale.

When HIVED introduced HIVED One, Minor Figures saw the opportunity to simplify everything.

HIVED One allows brands to manage all UK deliveries through a single platform and a single daily collection, combining HIVED’s electric delivery network with trusted partners to provide nationwide coverage.

Minor Figures became one of the first brands to adopt the new service. As Lorenzo explains: “We always preferred having a single carrier. It’s much easier to manage, and when HIVED introduced HIVED One it made sense straight away.”

Now the team manages deliveries through one service, one collection, and one dashboard, with full visibility across every parcel.

The result

With HIVED, and now HIVED One, Minor Figures has transformed delivery from a fragmented operational challenge into a system built to scale, delivering lower failure rates, fewer damaged parcels, and simpler operations. The partnership shows what can happen when two brands align on quality, innovation, and a delivery experience customers trust.

Learn more about HIVED One and how it can simplify your delivery operations on our website: https://www.hived.space/hived-one