Rebrand to Peeko and Directorate Changes

Huddled Group PLC

02 April 2026

 

Huddled Group plc

("Huddled", the "Company" or the "Group")

Rebrand to Peeko and Directorate Changes

Huddled Group plc (AIM:HUD), the circular economy e-commerce group is pleased to announce its intention to consolidate all of its existing websites into one single destination store, under the new brand, Peeko, in order to provide customers with more choice and a better service whilst, at the same time, significantly reducing the Company's operating costs.

Discount Dragon, Nutricircle, and Boop Beauty were each acquired and built with a single mission: to solve the problem of surplus stock. Every year, millions of perfectly good products go to waste, not because there's anything wrong with them, but because packaging changes, there is excess production, orders are cancelled, or shelf lives have become unnecessarily short.

Our new site, Peeko, will have the same purpose but bring our offering together into a single unified platform, enabling our extensive combined customer databases to easily gain exposure to our three existing businesses. The new, improved website will allow us to both reduce operational costs with expected annual cost savings of over £500k, but also provide our customers with more choice and a better service.

Having successfully tested next-day delivery for Nutricircle products, which has demonstrated improved customer acquisition and retention, the Group will be rolling this out as the single delivery option across Peeko, with every item ordered up to 11pm being delivered the next day via the Royal Mail Tracked 24-hour service thereby significantly improving customer service.

Already recognised as one of the UK's fastest growing retailers (Huddled Group plc was ranked 3^rd in the 2025 Retail Growth Index), the transition to Peeko will see the Company enter a new chapter in its development as an online surplus superstore delivering exceptional value.

The transition to Peeko will begin next week with the rebranding of Discount Dragon. Boop Beauty and Nutricircle will be transitioned into Peeko over the coming weeks.

Over time, the range of products will be broadened, adding to the current range of groceries, alcohol, health and wellness and beauty products. The extended range will allow for better monetisation of the existing audience.

Following the rebranding and migration to a single site, the Company announces that both Michael Ashley and Paul Simpson have stepped down from the Board with immediate effect, with both moving to part-time consultancy positions.  We would like to thank Michael and Paul for their service and dedication: Michael for helping us frame our proposition and helping us through the transition to THG Fulfil; and Paul, co-founder of Nutricircle, for his significant contribution to building this business and for his role over the past two years in supporting its integration into the Group following its acquisition in April 2024.

Following Michael and Paul stepping down from the Board, Huddled's Board will now be composed of: Martin Higginson (Executive Chairman), Dan Wortley (Group Finance Director) and Nicholas Lee (Independent Non-Executive Director).

We believe the new single site will allow us to optimise our marketing expenditure, as well as make it easier and more efficient for our channel partners. It will also reduce operational costs, enable next-day delivery and provide a simpler, but broader proposition which, the Directors believe, will help the Company move to group profitability within the coming months.

The Company will make further announcements in due course.

Martin Higginson, Executive Chairman said: "We have wanted to move to one single site for some time. It not only allows us to streamline our operations but also allows us to improve the customer experience, and offer more choice, as well as next-day delivery on every order. We also believe that the rebranding will make our platform more attractive to additional leading manufacturers and  extend the number of partners wanting to work with us.

"We believe that value should feel simple, not complicated. That's why we've developed one unified site focused on clear pricing, honest product information, fast delivery and a constantly evolving range - making it easy for customers to discover something new every time they visit. Less waste. More value. Smarter shopping."

Enquiries:

For further information please visit www.huddled.com/investors, or contact:

Huddled Group plc Martin Higginson Daniel Wortley	[e-mail]
Zeus (Nominated Adviser and Joint Broker) James Hornigold, George Duxberry (Investment Banking) Dominic King (Corporate Broking) Shard Capital LLP (Joint Broker) Erik Woolger	Tel + 44 (0) 203 829 5000
Alma Strategic Communications (Financial PR) Rebecca Sanders-Hewett Sam Modlin	[e-mail]

 

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