Business
Rebrand to Peeko and Directorate Changes
Huddled Group plc is rebranding to Peeko and consolidating its e-commerce websites into a single destination store, aiming to improve customer service and reduce operating costs by over £500,000 annually. The new Peeko platform will offer next-day delivery on all orders placed by 11 pm and will broaden its product range beyond groceries, alcohol, health, and beauty. This strategic move, which begins with the rebranding of Discount Dragon next week, is expected to drive the company towards group profitability in the coming months. As part of these changes, Michael Ashley and Paul Simpson have stepped down from the Board, moving to consultancy roles. Disclaimer*
About this update from Huddled Group Plc
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 3rd 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 migrati...