Published: April 2, 2026 at 9:09 am
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, 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 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.