Huddled Group plc, the live commerce group behind Peeko and Nutricircle, has announced plans to acquire AEWW Ltd, its joint venture partner on Whatnot, giving Huddled full ownership and control of its live commerce operations on the platform.
The acquisition, announced in the Group’s 22 October trading statement, follows the launch of Huddled’s joint venture with AEWW in August 2026, which has helped establish Peeko Gadgets as the leading seller in Whatnot’s Everyday Electronics category. Together, the businesses have built an audience of more than 120,000 followers across their Whatnot channels, delivering strong growth in both sales and customer engagement.
As part of the acquisition, AEWW co-founders Jason and Regan McNeill will join Huddled Group full-time, bringing their expertise in live commerce, audience engagement and category trading to support the next phase of expansion.
The move strengthens Huddled’s ambition to become the UK’s leading live commerce operator by enabling the Group to deploy AEWW’s expertise across multiple platforms, including TikTok, eBay Live and Peeko’s own direct-to-consumer channels.
Accelerating the Growth of Live Commerce
The acquisition will allow Huddled to build on the success of Peeko Gadgets while accelerating growth across its wider portfolio of live shopping channels.
Regan McNeill will lead trading for the gadgets category across all Huddled live commerce channels, including on Whatnot, TikTok, eBay, and our Peeko.co.uk website.
Meanwhile, Jason McNeill will head up Peeko Blinders, Huddled’s fast-growing live shopping channel which specialises in the fast sale of surplus stock. Having tested this over the last couple of weeks, the channel has already attracted almost 24,000 followers, with plans to expand broadcasting activity on Whatnot and launch on eBay in the coming weeks.
Martin Higginson, Founder and Executive Chairman of Huddled Group plc, said:
“We’re thrilled that both Regan and Jason will be joining us full-time to play an integral role in driving forward our live commerce operation and we’re delighted to welcome them to the Huddled family.
“Working closely with our team, Regan has grown weekly revenue from Peeko Gadgets more than 2.5 times since we entered into the joint venture in August 2026, underpinning our belief that together we could accelerate growth at pace.
“We now want to further accelerate that growth by increasing our channel presence, expanding our product range, and increasing our broadcasting hours.
“Regan will head up trading for the gadgets category across all our live commerce channels including on Whatnot, TikTok, eBay, and our Peeko.co.uk website. Jason will head up our Peeko Blinders live commerce channel which specialises in the fast sale of surplus stock.
“Having tested this over the last couple of weeks we’re pleased to report almost 24,000 followers and encouraging sales. Under Jason’s supervision we will extend the broadcasting hours for this channel on Whatnot and look to launch it on eBay in the coming weeks”.
Jason and Regan McNeill, Co-Founders of AEWW Ltd, said:
“Working with the Huddled team has shown us what is possible. The combination of our live commerce skills with their stock, scalability, and next-day delivery capabilities have enabled us to grow Peeko Gadgets at speed.
“We can now take these learnings to broadcast more hours on Whatnot as well as launching the channel across other platforms. Adding Peeko Blinders to the mix, giving us a dedicated channel for surplus stock, which is a natural next step for the Peeko brand.
“We’re thrilled to be a part of this exciting Company and look forward to working with the team to help supercharge shopping in the live commerce space.”
