Landmark Launch of ‘Peeko Live’
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The information contained within this announcement is deemed by the Company to constitute inside information as stipulated under the UK version of the EU Market Abuse Regulation (2014/596) which is part of UK law by virtue of the European Union (Withdrawal) Act 2018, as amended and supplemented from time to time.
HUDDLED GROUP PLC
("Huddled", the "Company" or the "Group")
Landmark Launch of ‘Peeko Live’ – Huddled Enters a New Era of Live Commerce
Huddled Group plc (AIM: HUD), the emerging live commerce group, is delighted to announce the successful launch of ‘Peeko Live’, its proprietary live shopping platform, which went live on its own website, Peeko.co.uk, at 6pm on Friday 30 October 2026.
The launch represents a significant milestone in the Company's evolution and, in the Directors' view, the beginning of an exciting new chapter for Huddled. Having developed its own proprietary live commerce technology, the Group is now positioned to bring an entirely new dimension to online shopping, combining the excitement and immediacy of live television, the interaction of social media, the competitive nature of auctions and the convenience of next-day delivery.
The Directors believe live commerce has the potential to fundamentally change the way consumers shop online, moving away from the traditional static website experience towards a more engaging, entertaining and interactive environment. Whilst live commerce is already an established and rapidly developing market in parts of Asia and the United States, its adoption in the UK and Europe remains at a relatively early stage. Huddled believes it is exceptionally well positioned to become a leading participant in this emerging market.
The excitement of live auctions and social interaction associated with platforms such as Whatnot and TikTok, the immediacy of live bidding associated with eBay and the convenience of next-day delivery associated with Amazon has been brought together in our proprietary live commerce platform.
The combination of live presenters, interactive product demonstrations, customer engagement, competitive auctions and next-day delivery creates what the Directors believe could become a powerful new model for online retail.
Peeko Live launch
The inaugural four-hour ‘Peeko Live’ broadcast delivered an extremely encouraging set of results, demonstrating both the appeal of the format and the performance of the Company's newly developed technology.
The launch was marketed to Peeko’s existing database of customers, supported by a negligible amount of paid marketing activity.
The opening broadcast attracted:
- Over 3,000 unique viewers
- 340 peak concurrent viewers
- 20 minutes average viewer dwell time
- Over 7,000 live bids
- £6,500 in net revenue.
- 45% product margin1 (excluding promotional items used specifically for the launch show).
1Revenue less cost of goods sold
The programme featured a variety of presenters showcasing products across Peeko's categories, including Treats, Home, Beauty, Jewellery and Gadgets. The evening also featured a guest appearance from Coronation Street and Hollyoaks television star Lucy-Jo Hudson, who presented the ‘Peeko Home’ segment.
Viewers were able to participate in a variety of live auctions, with bidding starting at just £1, alongside rapid-fire 'sudden-death' auctions, where viewers had just ten seconds to place a bid, and limited-quantity Flash Sales offering products at particularly attractive prices.
Products featured included a number of high-profile hero products, including an iPad, Dyson hairdryer and Roborock robot vacuum, alongside a broad selection of Peeko products.
Importantly, the entire broadcast was delivered seamlessly via the Group’s proprietary platform. The Directors believe this successful first broadcast provides an excellent foundation from which to increase broadcasting hours, audiences and transaction volumes.
From Monday 2 November, ‘Peeko Live’ will broadcast for eight hours every day, from 2pm until 10pm, with the intention of extending broadcasting hours further as the operation develops.
At the heart of this development is the proprietary live commerce platform that Huddled has developed over recent months. The platform incorporates a range of features, including:
- Live auctions, allowing customers to determine what they are prepared to pay for a product.
- Instant Flash Sales, offering limited quantities at specially discounted prices.
- Sudden-death auctions, creating urgency and excitement through short bidding windows.
- Interactive live chat, allowing viewers to communicate with presenters and other customers.
- Live product demonstrations and expert presentations, helping customers understand the features and benefits of the products they are considering purchasing.
This creates a fundamentally different shopping experience. Rather than simply browsing product images and descriptions, customers can watch products being demonstrated, ask questions, interact with knowledgeable presenters, participate in auctions and purchase products in real time.
The Directors believe this combination of entertainment, education, community and commerce offers a compelling proposition that differentiates Huddled from conventional e-commerce retailers.
Crucially, Huddled owns the underlying technology and can deploy it across its own brands and potentially make it available to other businesses in the future.
Building a multi-channel live commerce business
The Group is very much focused on delivering a multi-channel live commerce business and to this end has invested heavily both in terms of time to build its own proprietary platform, cash investment in a wider stock range, especially in gadgets. Enabling it to prove that investment in stock delivers faster growth. And finally, the creation of purpose-built studios, enabling it to produce and simultaneously broadcast multiple programmes across different product categories and platforms.
The Group will initially focus on the following channels:
Peeko Live
The Group's flagship multi-category shopping channel, featuring dedicated programming across Treats, Beauty, Home, Jewellery and Gadgets. Initially launched on Peeko.co.uk, the intention is to expand distribution to Whatnot and TikTok in the coming months.
Peeko Gadgets
The growth of ‘Peeko Gadgets’ has been particularly encouraging, with weekly net sales increasing 221% since the first week of the joint venture in August 2026. With the investment in additional stock, growth accelerated significantly during October, with weekly net sales increasing by 123% between the weeks ending 4 October and 25 October, following a substantial investment in stock.
The channel has also built a significant audience, adding 46,000 followers since 17 August to reach approximately 85,000 followers as at 30 October 2026.
Following the time and cash investment this is today our most established live commerce proposition; it has already demonstrated significant sales growth and attractive product margins. On the back of this the Company intends to operate this channel across multiple platforms, including Whatnot, TikTok, eBay and its own website.
Peeko Blinders
A fast-paced, quick-fire surplus stock auction channel, designed to bring the excitement of traditional market trading into the online environment. This channel will focus predominantly on Whatnot and eBay.
Nutricircle Live
The Group will also introduce its proprietary live commerce technology to Nutricircle, allowing the business to demonstrate and explain the benefits of its health and wellness products through knowledgeable presenters and interactive broadcasts.
The Directors see the launch of Nutricircle Live as a testbed for potential third-party integrations.
This multi-channel approach allows Huddled to address different consumer interests, product categories and audiences, whilst leveraging the same underlying technology, production infrastructure and operational expertise.
Summary
The Directors believe the development of the proprietary live commerce platform represents a pivotal moment in the Company's evolution.
Traditional e-commerce has largely been built around static websites, product listings and customers independently making purchasing decisions. Huddled believes the next stage of online retail will be considerably more interactive, with consumers increasingly looking to be entertained, informed and engaged while shopping.
Live commerce brings together the elements of television shopping, social media and online retail, but with the additional benefits of real-time interaction, competitive pricing and immediate purchasing.
The Group's investment in its own technology, seven purpose-built broadcast studios, experienced live commerce team and expanding product ranges gives it the infrastructure to pursue this opportunity across multiple channels and brands.
The early indications of improved customer engagement, dwell times, Average Order Values and, most importantly, customer retention, are particularly encouraging.
Whilst it remains too early to provide formal guidance on the financial contribution of these developments, the Directors are increasingly confident in the strategic direction of the Group and excited by the potential opportunities ahead.
Huddled's ambition is to establish itself as the leading UK live commerce business, with proprietary technology at its core and multiple revenue-generating channels operating across its own websites and established third-party platforms.
Martin Higginson, Executive Chairman of Huddled Group plc, commented:
"We have spent considerable time looking at the future of e-commerce and, in particular, the extraordinary growth of live commerce in the United States and Asia. We believe the way people shop online is about to undergo a fundamental change. Yet, until now, the UK market has remained relatively untouched by this development.
"We initially tested the concept via TikTok and Whatnot and the response confirmed our belief that there was a significant opportunity. On the back of this early success, we made the decision to develop our own proprietary technology. What our team has delivered in such a short period of time is quite remarkable.
"We have effectively brought together the excitement of live television, the interaction of social media, the competitive nature of auctions and the convenience of online shopping. Customers can watch real people demonstrate products, ask questions, interact with presenters, chat with other viewers and decide what they want to pay through live auctions. Plus, they can enjoy the convenience of next-day delivery on orders placed up to 10pm. A platform that in my opinion helps propel Huddled into a ‘Blue Ocean’ strategy.
"The launch of Peeko Live was a particularly important moment for us. Until the launch, this particular platform and shopping experience did not exist. To attract more than 3,000 unique viewers and generate over 7,000 bids during our first four-hour broadcast, whilst the technology performed flawlessly, is an outstanding start. I am immensely proud of what the team has achieved.
"However, what excites me most is not simply the success of that first evening, but what it demonstrates about the opportunity ahead of us. We now own the technology, we have seven purpose-built studios, we have the ability to broadcast across multiple platforms and we have a team that understands this emerging market.
"Peeko Gadgets has already demonstrated what can be achieved, with weekly sales growing by 221% in under three months and its audience reaching approximately 85,000 followers. We are now taking those learnings and applying them across a much broader operation.
"We are not building just another online shop. We are building a new way for people to shop. We believe that the future of e-commerce will be more social, more interactive and significantly more entertaining. Huddled is investing in that future today.
"Live commerce is still in its infancy in the UK, and we believe we have a genuine opportunity to establish ourselves at the forefront of this exciting new sector. We have made a significant investment in technology, infrastructure and people, and the early results are extremely encouraging.
"There is a great deal still to do, but for the first time we can see the whole proposition coming together. I believe the opportunity in front of Huddled is substantial, and I am incredibly excited about what we can build from here."
Enquiries:
For further information please visit www.huddled.com/investors, or contact:
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Huddled Group plc Martin Higginson Daniel Wortley |
investors@huddled.com |
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Zeus (Nominated Adviser and Sole Broker) James Hornigold, George Duxberry Dominic King |
Tel +44 (0) 203 829 5000 (Investment Banking) (Corporate Broking)
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Shard Capital LLP Erik Woolgar |
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