Circular economy eCommerce group Huddled is to rebrand as Peeko while it has also revealed changes in its leadership team.
Huddled Group plc, which is listed on London’s junior AIM market, will consolidate all of its existing websites into one single destination store under the new brand.
Huddled said the move will significantly reduce the company’s operating costs.
The Leigh-headquartered group acquired the Discount Dragon, Nutricircle and Boop Beauty brands with the mission of selling surplus stock and therefore reducing waste. It says that millions of perfectly good products go to waste every year due to packaging changes, excess production and cancelled orders.
Mike Ashley (pictured, right), previously a non-executive director at Huddled, stepped into the CEO role last summer and will now move to a part-time consultancy position and step down from the board with immediate effect.
COO Paul Simpson (left) has also stepped down from the board and will transition to a consultancy role. Simpson co-founded Food Circle Supermarket (now Nutricircle) in 2017 with just £4,000 of startup capital from his parents’ garage and completed a 100% exit to Huddled in April 2024.
The board will now consist of Martin Higginson (executive chairman), Dan Wortley (group finance director) and Nicholas Lee (independent non-executive director).
Huddled said it had successfully tested next-day delivery for Nutricircle products and demonstrated improved customer acquisition and retention. The group will now roll 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.
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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 group 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,” said Higginson.
“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.”