Discount Dragon

What Discount Dragon does

Discount Dragon is a UK direct-to-consumer e-commerce platform operating under Peeko Online Ltd., a wholly-owned subsidiary of Huddled Group plc, a circular economy e-commerce group listed on London's AIM market. Founded in 2021 and headquartered in Leigh-on-Sea, the company specializes in sourcing and reselling surplus stock, clearance lines, and bulk quantities of brand-name products across groceries, health & wellness, beauty, and household categories. Pricing is positioned at 20-90% off recommended retail price (RRP), serving a stated base of over 200,000 UK value-conscious consumers who prioritize price over channel loyalty.

The platform is built on Shopify with a layered marketing and analytics stack that includes Klaviyo for email, OneSignal for push notifications, Hotjar for behavioral analytics, Rebuy Engine for cart personalization, Klevu for on-site search, and Google Analytics for attribution. Orders placed before 11pm are dispatched same-day via Royal Mail Tracked 24, targeting next-day delivery including Saturdays, with free delivery offered on orders over £50. The company extends its reach through an Android mobile application and supports flexible payment via Klarna and Clearpay. Distribution is exclusively UK-domestic, with no international footprint disclosed.

In April 2026, Huddled Group consolidated Discount Dragon, Nutricircle, and Boop Beauty into a single unified platform branded Peeko, citing expected annual cost savings exceeding £500,000 and the goal of moving the group to profitability. As part of the restructuring, CEO Mike Ashley and COO Paul Simpson stepped down from the board into part-time consultancy roles. The business model is direct-to-consumer with unit-based pay-as-you-go pricing; revenue is generated entirely through individual product transactions on the consolidated Peeko storefront, with no subscription, licensing, or B2B revenue streams disclosed.

Name

Discount Dragon

Legal name

Peeko Online Ltd.

Website

https://discountdragon.co.uk

Company type

Public

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

Discount Dragon (rebranded Peeko) is a UK direct-to-consumer e-commerce platform selling surplus, clearance, and bulk brand-name products across groceries, health, beauty, and household categories at 20-90% off RRP, serving over 200,000 value-conscious UK consumers via a Shopify storefront and Android app under AIM-listed parent Huddled Group plc.

Ownership category

akta.pro rank

Product category

Online Discount Retail

NAICS

General Merchandise Retailers (455), Supermarkets and Other Grocery Retailers (except Convenience Retailers) (44511)

SIC

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

akta.pro primary industry

Extreme Value General Merchandise Discounters (CRAEAAAE)

akta.pro secondary industries

Closeout / Liquidation Variety Stores (CRAGAJAD), Multi-Price-Point Convenience Discount (e.g., $1–$10) (CRAEAJAG)

Keywords

• Discounted consumer goods
• Surplus stock retail
• Clearance e-commerce
• Bulk grocery online
• UK online discount store

Headquarters

HQ city

Leigh-on-sea

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. E-commerce Product Sales: Direct-to-consumer online sales of surplus, clearance, and bulk stock products. Revenue generated through individual product transactions at discounted prices. The company sources surplus stock, clearance lines, and bulk quantities from brands and distributors at reduced prices, passing savings to customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Discount Dragon operates a UK direct-to-consumer e-commerce storefront selling surplus stock, clearance lines, and bulk purchases of brand-name groceries, beverages, health and wellness products, beauty items, and household goods at 20-90% discounts off recommended retail price. The company sources authentic products directly from brands and distributors, offering next-day delivery on orders placed before 11pm with free delivery over £50. The platform is operated through Peeko Online Ltd, a subsidiary of Huddled Group plc, and is now consolidated under the unified Peeko brand.

Product overview

Peeko is a unified e-commerce platform that consolidates three former brands (Discount Dragon, Nutricircle, and Boop Beauty) into a single online marketplace. The platform specializes in surplus inventory, clearance lines, and bulk quantities of groceries, health & wellness, beauty, and household products sold at discounted prices with next-day delivery. The consolidated platform replaced individual brand websites, offering a streamlined shopping experience with Klarna and Clearpay payment options.

Differentiator

Problem solved

Functional benefit

Products and services

• Peeko (formerly Discount Dragon) Online Storefront UK direct-to-consumer e-commerce storefront selling surplus, clearance, and bulk products at 20-90% off RRP across groceries, beverages, health and wellness, beauty, and household categories with next-day delivery for individual consumers.
• Peeko Mobile App (Android)

Quantifiable outcome

• 20-90% discount off RRP on all products
• +2 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature3 records

Partnerships

One partnership is on record.

• Huddled Group plccoreOthersHuddled Group plc is the parent company of Discount Dragon. The company is listed on London's AIM market and announced plans to consolidate its three e-commerce brands (Discount Dragon, Nutricircle, and Boop Beauty) into a single unified platform called Peeko. The rebranding began with Discount Dragon transitioning to Peeko.

Scale indicators4 records

Recent moves7 records

Expansion highlights4 records

Regional players

• Muscle Food: UK-based online retailer specialising in discounted health, sports nutrition, and bulk grocery products. Comparable to Peeko's Nutricircle sub-brand on discounted health and wellness product sourcing within the UK DTC market.

Direct peers

• AllBeauty: UK online retailer of discounted premium beauty, fragrance, skincare, and haircare products. Directly comparable to Peeko's Boop Beauty sub-brand on discounted brand-name beauty positioning and DTC e-commerce to UK consumers.
• The Works: UK multi-category discount retailer selling books, stationery, toys, gifts, and arts & crafts at value prices across physical stores and online. Comparable to Peeko as a broad-assortment, low-price-point UK discount retailer with overlapping value-conscious customer base.
• Approved Food: UK-based e-commerce retailer specialising in surplus, short-dated, and clearance grocery and household products at deep discounts. Most direct comparable to Peeko in terms of surplus-stock sourcing model, value proposition, and DTC e-commerce delivery to UK consumers.
• BrandAlley UK: UK members-based online retailer offering surplus, clearance, and sample-sale brand-name products across beauty, home, fashion, and wine at deep discounts. Directly comparable to Peeko on the surplus-stock sourcing model and discounted brand-name positioning, particularly for the beauty category.

Broad incumbents

• Home Bargains: Large UK discount variety retailer selling groceries, household, health & beauty, and general merchandise at low prices. Overlaps with Peeko's category mix and value-conscious shopper base but operates primarily through an extensive physical store network.
• Poundland: UK multi-price-point discount retailer (formerly £1-only, now £1-£5 ranges) selling groceries, household, health & beauty, and general merchandise. Closely comparable on multi-price-point discount model and category mix even though Peeko is online-only.
• B&M European Value Retail: One of the UK's largest extreme-value general merchandise and grocery discounters with 700+ stores. A scaled broad incumbent operating in the same value general-merchandise category as Peeko, with far greater physical reach and supplier leverage.
• Amazon Warehouse UK: Amazon's UK overstock, returned, and clearance marketplace selling surplus and open-box brand-name goods at a discount. Competes with Peeko for the same surplus-inventory supply pool and serves a similar value-seeking UK online shopper.

Emerging players

• Wowcher: UK online deals and discount marketplace offering heavily discounted local and national deals across multiple categories. Partially overlaps with Peeko in offering discounted UK consumers curated deals, but operates a marketplace model rather than surplus-stock sourcing.

Market position

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/discountdragon_

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries3 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Discount Dragon