About Us

Delivering Extraordinary Value, and Experiences.

Born during lock-down Huddled has quickly established itself as a leader in the direct to consumer e-commerce space.

It all started with BeerMonster, and the delivery of Home-Draught beer machines and kegs to people’s homes. We were acutely conscious with Pubs being closed the demand for home drinking was going to explode. With sales topping £1m in our first year we knew the demand for quality beer delivered direct was a viable business.

In 2022 we acquired an online discount site and quickly renamed it, Discount Dragon, a direct to consumer e-commerce business, which focuses pre-dominantly on the sale of Branded FMCG dry groceries, and beverages. Its USP is selling surplus, end-of-line, mis-packaged, imperfects, and items close to their Best Before Date for significant discounts compared to full retail prices.

We incorporated BeerMonster into the Discount Dragon website allowing their customers to enjoy craft beer at refreshingly low prices. In early 2023 we sold over 100,000 cans of craft beer in under three hours, further under pinning our confidence in the market and our ability to deliver.

The business has already featured in numerous publications including exclusive features in The Sun, and The Daily Mirror. It has also featured on ITV’s ‘This Morning’

With over 20,000 Trust Pilot reviews; rated ‘Excellent’, the business is quickly becoming the ‘go to’ place for Big Brands at Better Value.

Our mission

Did you know 9.5m tonnes of food is wasted in the UK each and every year? Much of it is wasted before it ever sees the inside of household cupboard. From over production, to changes in package design, to goods nearing their best-before date the amount of waste is eye-watering, 26,000 tonnes every single day. If we can do our bit to not only save this food from going to landfill, but to give consumers the chance to save on their weekly shop then we have succeeded.

A collective of experts

Huddled is headed up by Martin Higginson, a seasoned Technology and Media entrepreneur. Over his 40 year career he has started and sold numerous businesses, including several stock market flotations. Alongside Martin is a team of experts like no other, Retail and Finance expert, David Marks, Oliver Kenyon and Andy Haskins – recognised leaders in driving and optimising e-commerce websites, Joe Williams, and Jim Lewcock, online marketing gurus, Sam Higginson, ex Saatchi & Saatchi brand expert, Niall Carter in design, Wayne Kersh & Adam Stevens, established leaders in online product and sales, Stuart Stevens, product buying champion, Gary Winter – Affiliate genius, and Dan Wortley , Finance wizard.

Together we are ‘Huddled’.

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    Latest news & updates

    Acquisition of Motatos UK Huddled Group, the owner of Discount Dragon Ltd., is pleased to announce that it has acquired the UK trading assets and

    Free Heinz Ketchup anyone? We all love Heinz Ketchup, well it is the nation’s favourite, but when it’s FREE we love it even more. Today

    BeerMonster Ducati clean up at Cadwell Round eight of the 2023 Bennetts British Superbike Championship proved to be a successful one for the Lake District-based

    Double Delight for BeerMonster Ducati Tommy Bridewell and the BeerMonster Ducati team enjoyed a superb day of racing at Brands Hatch today taking both wins