Huddled Group Plc, the surplus goods e-commerce retailer behind Discount Dragon, BOOP Beauty, and Nutricircle, predicts that 2026 will be the year that savvy shoppers take surplus shopping mainstream as a growing number of cost-conscious customers switch-on to supersmart shopping.
Having attracted over 220,000 new customers during 2025 – double the previous year – and fulfilled more than half a million orders, Huddled Group believes surplus goods shopping is moving mainstream.
Ranked third in the 2025 Retail Index Top 100, Huddled Group has consolidated its position as a serious player in the surplus goods e-commerce sector and is officially one of the UK’s fastest growing retailers.
Driven by a mission to be a force for good, Huddled Group buys surplus stock cheaply and redistributes it to customers at a fraction of the usual price. Stock that is surplus from overproduction, packaging changes, reformulations, short-dated stock, or out-of-season ranges.
“There’ll always be surplus stock,” explains Huddled Group Trading Director, Stuart Grice, “and we stand ready to buy it – preventing perfectly good products from going to waste whilst helping our customers make massive savings.”
Huddled Group Executive Chairman and Founder, Martin Higginson reflects on why 2025 has been a milestone year for the group and shares why he believes surplus shopping is going mainstream:
“2025 has been a year of consolidation, investment, and growth. First, we consolidated our offering into a clear value proposition, defining our purpose, mission, and values to help us communicate what we do, and how we do it. This has helped us to attract the right partnerships; working with people who share our ethos – be those employees, suppliers, partners, or investors.
“Ensuring we have the right logistical infrastructure in place to accommodate the scale of growth has been a focus for us this year and all three brands have moved to our new automated warehouse and logistics facility, THG Ingenuity. A move that leverages technology to expand inventory capacity, reduce packing and picking errors, and speed up delivery – improving the customer experience.
“2025 has also been a year of investment – growing our supplier partners, increasing our product range, and expanding our channels to market. Featuring in Channel 4’s four-part docuseries, Secrets of Supercheap Shopping, was a great boost for Discount Dragon. Opening our doors to the film crew really paid off as we saw a surge in new customers after every episode.
“During 2025, we also strengthened our leadership team, appointing Michael Ashley into the role of Group Chief Executive. Mike has been instrumental in taking two out of the three brands into operational profitability. Our half-year results showed an 81% revenue increase year-on-year, to £9.48m, up from £5.25m the previous year and the upward growth trajectory is continuing.
“As the cost of living continues to squeeze household budgets and more people become aware of our e-commerce brands and the massive savings they can make by shopping with discount disruptors like us, I believe we’ll see surplus shopping go mainstream in 2026. With over half a million orders fulfilled in 2025, we’re already seeing that shift in consumer behaviour.
“In 2026, we’ll expand our inventory further and will look to add more e-commerce retail brands to the group, bringing even more fantastic deals to cost-conscious customers across the UK.”
Find out more about Huddled Group at Huddled.com or shop now at www.discountdragon.co.uk, www.nutricircle.co.uk, or www.boopbeauty.co.uk.
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