What Huddle Group does

Huddled Group plc is a UK-based circular economy e-commerce company that sources surplus, mispackaged, and near-best-before-date branded goods from 140+ UK retailers, manufacturers, and FMCG brands, and resells them directly to consumers at discounts typically ranging from 60% below supermarket prices on groceries to 95% off RRP on beauty products. The company operates three sub-brands — Discount Dragon (groceries and alcohol), Nutricircle (wellness and sports nutrition, acquired as Food Circle in April 2024), and Boop Beauty (premium cosmetics and beauty, 75% stake acquired July 2024) — which as of April 2026 are being consolidated into a single unified platform called Peeko. The group is publicly listed on London's AIM market under the ticker HUD with a market capitalisation of approximately £5.74 million as of April 2026, was reverse-acquired into its current listed structure in 2023, and employs roughly 35 staff across a Nottingham registered office and a leased warehouse in Leigh.

Huddled's technology footprint is intentionally lean: the unified Peeko platform serves as the customer-facing discovery and checkout layer, while order fulfilment runs on THG Ingenuity's Autostore automated warehouse — an outsourced logistics partnership that provides 99.9% picking accuracy and next-day delivery on orders placed up to 11pm, and which the group began transitioning onto in October 2025 ahead of the 2025 Christmas peak. The company has no disclosed proprietary AI, patents, or APIs; differentiation rests on supply-side relationships, brand portfolio, ESG narrative, and automated fulfilment rather than on a defensible technology stack.

The business model is straightforward DTC e-commerce: revenue is generated transactionally through online sales at variable per-product pricing on surplus goods (with a 15% shareholder discount and free delivery over £25), complemented by ancillary distribution through third-party marketplaces (Amazon, Temu, KwikSales), ITV's Shop On TV programme, and a social-impact channel via the Multibank charity partnership with Gordon Brown's initiative. The customer base is concentrated in cost-conscious UK households, while the supply base spans 140+ UK retailers and brands. Recent performance is strong — H1 2025 revenue of £9.48m up 81% YoY, FY2024 revenue of £14m — and the Peeko rebrand is explicitly positioned as a path to group profitability.

Name

Huddle Group

Legal name

Huddled Group plc

Website

https://huddled.com

Company type

Public

Founded year

1996

Operating status

Operating

Headcount range

11–50 employees

Short description

Huddled Group plc is a UK circular economy e-commerce company that sources surplus branded goods from 140+ retailers and manufacturers, reselling them through the Peeko platform and sub-brands (Discount Dragon, Nutricircle, Boop Beauty) to cost-conscious UK consumers at 60-95% discounts.

Ownership category

akta.pro rank

Product category

Discount E-commerce Retail

NAICS

General Merchandise Retailers (455), Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Food (Health) Supplement Retailers (456191), All Other Specialty Food Retailers (445298)

SIC

Retail-Variety Stores (5331), Retail-Misc General Merchandise Stores (5399)

akta.pro primary industry

Extreme Value General Merchandise Discounters (CRAEAAAE)

akta.pro secondary industry

Multi-Price-Point Convenience Discount (e.g., $1–$10) (CRAEAJAG)

Keywords

• Surplus goods e-commerce
• Discount grocery retail
• Beauty surplus marketplace
• Circular economy retail
• Discounted FMCG online

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Marketing or Sales, Supply Chain, Personnel, Technology or R&D

Revenue model

1. E-commerce Product Sales: The company generates revenue through direct online sales of surplus goods (groceries, wellness/nutrition products, and beauty/cosmetics) at discounted prices. Revenue is transactional and one-time per customer order, with repeat purchase driven by low prices, product discovery, and brand loyalty.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels8 records

Core offering

Huddled Group sells surplus, overstocked, mispackaged and near-best-before-date branded FMCG products directly to UK consumers through its own e-commerce storefronts and the unified Peeko platform, targeting discounts typically 60-95% off traditional retail prices. The portfolio spans three verticals — groceries and alcohol (Discount Dragon), wellness and sports nutrition (Nutricircle), and premium beauty and cosmetics (Boop Beauty) — with fulfilment handled by THG Ingenuity's automated Autostore facility enabling next-day delivery.

Product overview

Huddled Group plc operates as a circular economy e-commerce retail group with a portfolio of three specialized brands now consolidated under the unified Peeko platform. The group sources surplus goods from UK retailers and manufacturers, redistributing them to cost-conscious consumers at significant discounts. The three core sub-brands are: Discount Dragon (groceries and alcohol, offering products at 60% below supermarket prices), Nutricircle (wellness and sports nutrition, specializing in health foods and protein products), and Boop Beauty (premium cosmetics and beauty products at up to 80% off). As of April 2026, these three brands are being consolidated into a single unified platform called Peeko (Peeko.co.uk), which serves as the primary customer-facing digital surplus superstore. The group was recognized as one of the UK's fastest-growing retailers, ranking third in the 2025 Retail Growth Index, with operations supported by logistics partner THG Ingenuity for automated warehousing and fulfillment.

Differentiator

Problem solved

Functional benefit

Brands

• Peeko: Unified online surplus superstore platform consolidating Discount Dragon, Nutricircle, and Boop Beauty brands
• Discount Dragon
• Nutricircle
• Boop Beauty

Products and services

• Peeko Unified online surplus superstore platform that consolidates Huddled Group's three sub-brands into a single discovery-based shopping experience for UK households, spanning groceries, wellness/nutrition and premium beauty/cosmetics at 60-95% off traditional retail prices with next-day delivery.
• Discount Dragon Online discount retailer specializing in surplus branded groceries, alcohol and everyday essentials sold at prices often 60% below traditional supermarkets, sourcing over-supplied, mispackaged and near-best-before-date stock from major UK suppliers including Heinz, Kellogg's, Harpic and Huel.
• Nutricircle Online wellness and sports nutrition retailer specializing in surplus health foods, high-protein products and specialized diet items at discounted prices (formerly Food Circle Supermarket).
• Boop Beauty Premium beauty and cosmetics online retailer selling surplus, discontinued or imperfect luxury products at up to 80% off RRP, stocking surplus stock from brands such as Charlotte Tilbury, Estée Lauder, Tom Ford, Clarins, Armani Beauty and Sol de Janeiro.

Quantifiable outcome

• 81% year-on-year revenue increase in H1 2025 (£9.48m vs £5.25m in H1 2024)
• +7 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• THG IngenuitycoreTechnology or Integration · 15 October 2025Huddled Group partnered with THG Ingenuity for automated warehouse and logistics services using an Autostore facility. The partnership enables inventory capacity expansion, next-day delivery up to 11pm, 99.9% picking and packing accuracy, and faster fulfilment. Boop Beauty was the first brand to transition in October 2025, with Nutricircle and Discount Dragon following before the 2025 Christmas peak.
• The Hut Group (THG)coreChannel Partner/ Reseller/ Distributor · 1 January 2025THG (The Hut Group) channels surplus goods from its own operations through both Boop Beauty and Nutricircle brands. This partnership helps THG minimise waste sent to landfill, reduce Scope 3 emissions, and generate revenue from surplus stock rather than disposal costs.
• Gordon Brown's Multibank CharitycoreStrategic or Co-development Partner · 6 August 2024Huddled Group partnered with former Prime Minister Gordon Brown's Multibank initiative to redistribute surplus products to vulnerable UK communities. As of August 2024, the initiative has reached nearly 150,000 beneficiaries across Fife, Wigan, Swansea, and Greenford. Discount Dragon has distributed over 500,000 toothbrushes, 40,000+ nappies, 20,000 bars of soap, and 6,500 boxes of Nestle Baby Rice (retail value exceeding £30,000) either at reduced prices or free of charge.
• Royal MailminorChannel Partner/ Reseller/ DistributorPartnership with Royal Mail enables nationwide delivery to any UK postcode, supporting the company's ability to serve customers nationwide including remote locations.
• ABF CreativeminorGTM or Marketing PartnerPartnership with ABF Creative for the production and broadcast of television advertisements, including Discount Dragon's debut TV commercial set for regional ITV premiere followed by national rollout.
• HaysMac LLPcoreOthersHaysMac LLP serves as external auditor for Huddled Group plc's financial statements.
• Freeths LLPcoreOthersFreeths LLP provides legal advisory services to Huddled Group plc.
• Neville Registrars LimitedminorOthersNeville Registrars Limited handles share registration and related services for Huddled Group plc.
• Alma Strategic CommunicationscoreGTM or Marketing PartnerAlma Strategic Communications provides financial public relations services to Huddled Group plc.
• 140+ UK Retailers, Manufacturers and FMCG BrandscoreChannel Partner/ Reseller/ DistributorHuddled Group partnered with 140 UK retailers, manufacturers, and FMCG brands in 2024 to source surplus stock. Partners include major brands such as Heinz, Kellogg's, Harpic, Huel, Nakd, Sol de Janeiro, Charlotte Tilbury, Estée Lauder, Tom Ford, Clarins, Armani Beauty, and many others who seek sustainable disposal routes for overstock, mispackaged, or near-best-before-date products.

Scale indicators19 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Secret Sales: UK off-price flash-sale marketplace for fashion, beauty, and home brands. Closest direct comparable to Boop Beauty's surplus-beauty model, sharing the discounted-premium-brand e-commerce mechanic and target customer.
• Approved Food: UK-based online retailer specializing in short-dated and surplus groceries at discounted prices. Closest direct competitor to Discount Dragon, sharing the same surplus-FMCG e-commerce model and target audience of cost-conscious UK households.
• Oddbox: UK surplus and 'wonky' produce retailer focused on reducing food waste via fruit, vegetable, and grocery boxes. Direct comparable in the surplus/sustainability-led grocery mission that underpins Huddled's Discount Dragon brand.
• Motatos UK: Swedish-origin surplus food and FMCG e-commerce retailer whose UK trading assets Huddled acquired in 2023. Direct head-to-head competitor for surplus groceries at value pricing before exit from UK market.

Broad incumbents

• Holland & Barrett: UK high-street health and wellness retailer covering vitamins, sports nutrition, and supplements. Direct overlap with Nutricircle/Food Circle on the surplus-wellness and sports-nutrition category, with substantially larger scale and brand recognition.
• Farmfoods: UK-wide extreme-value grocery retailer selling frozen, surplus, and short-dated food at discount. Comparable to Discount Dragon on value-grocery pricing and supply sourcing, though via physical stores rather than e-commerce.
• Poundland: UK single-price-point extreme-value discount general merchandise retailer. Comparable on the broad-assortment, low-price general-merchandise discount model that underpins Huddled's Peeko consolidation thesis.

Emerging players

• Too Good To Go: Surplus food marketplace connecting consumers with surplus meals and produce from retailers, restaurants, and manufacturers. Overlaps on the surplus-FMCG mission and supplier relationships but operates a marketplace model rather than first-party inventory.
• Best Secret (BrandAlley UK): Members-only and flash-sale marketplace for surplus and off-price premium beauty, fashion, and home brands. Operates in the same surplus-beauty/wholesale-discount adjacency as Boop Beauty.

Others

• THG (The Hut Group): UK-listed e-commerce operator (MyProtein, Lookfantastic, etc.) that both operates automated warehousing for Huddled via THG Ingenuity and supplies its own surplus stock into the Boop Beauty and Nutricircle channels. Strategic infrastructure/partner rather than direct competitor.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/huddledgroup
• YouTubeyoutube.com/@HuddledGroup
• Facebookfacebook.com/HuddledGroup
• LinkedInlinkedin.com/company/huddled-ltd
• Instagraminstagram.com/huddledgroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries3 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Huddle Group