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“What we do can make a difference, we just need to decide what kind of difference we want to make”


tonnes of food wasted
in the UK annually


saving a consumer
can make when buying from
Discount Dragon or Nutricircle


stars on Trustpilot –
Rated Excellent


product lines on
our websites

We are a collective of
people like no other

“Huddled” – (adjective) Standing or sitting close together.

At Huddled we believe in working closely together to deliver success, whether that be with suppliers, shareholders or customers.

Working closely with our suppliers we are able to show them a way of not only reducing waste, but turning it into cash.

For our consumers we have shown them a way of buying big brands at prices the majority didn’t think was possible.

And for our shareholders we have begun a journey of building a new business.




We are a dynamic team of experienced entrepreneurs, marketeers, data scientists, and doers. With a proven track record in identifying, launching, building and exiting consumer businesses, our team is excited to be starting another journey. We are committed to delivering success and creating lasting value.



We believe we look at things differently. Whilst others are looking ‘left’ we look ‘right’. Whether it be pioneering VR at home, or doing our bit to stop waste and reduce consumer costs we’re engaged. Our pioneering approach to business has delivered repeated success and with over 40 years of experience, numerous business exits and seven flotations under our belt we believe our shareholders are in good hands.



We are driven by success, highly focused and highly motivated. We strive to develop not only new businesses but market leading businesses. We will push the boundaries to deliver new standards, innovating where we can with a clear focus to maximise shareholder value.

With a proven track record of taking businesses from launch phase through to scale, it’s clear to see the management team at Huddled have the ability and know-how to deliver business success.

Having acquired Discount Dragon in Q3 2023, and recently Nutricircle in Q2 2024 the Huddled business is beginning to take shape. The focus is now one of organic growth taking these fledgling businesses and giving them the boost they need to take them to the next stage. A balance of additional cash for stock, acquisition marketing and data analysts is helping them develop into bigger businesses.

Our team of experienced professionals
to build innovative brands.

The energy of a start-up combined with years of experience.

Martin Higginson

Chief Executive Officer

Martin is a seasoned Technology, Media and Telecoms (TMT) entrepreneur. He has set up sold and listed multiple businesses. His first business, a BMX magazine, was sold to IPC Magazines in 1982. Following three years with IPC he left to set up his own publishing and telecoms business Megafone. This was subsequently sold to Scottish Power Plc.

During his time with Scottish Power he joined its subsidiary, Scottish Telecom, as Managing Director of the Internet and Interactive division, including Internet ISP Demon Internet. Following the flotation of Thus plc (formerly Scottish Telecom) Martin moved on to establish Monstermob Group Plc which listed on AIM in 2003.

Over a three year period it grew to become a Top 50 AIM listed business with a market capitalisation of £192m. This business was sold to Zed Worldwide in late 2006. Martin has subsequently founded a range of businesses including Cityblock plc, a luxury student accommodation business which was privatised and sold to management in 2009; NetPlayTV plc, an interactive TV gaming business which boasted exclusive partnerships with Virgin Media, Channel Five, and ITV; and Digitalbox Plc, a digital media business.

Digitalbox was ranked in The Sunday Times Tech Track 100 in both 2015 and 2016 and listed on AIM in February 2019. Martin holds the position of Non-Executive Director of Digitalbox Plc and has previously held Non-Executive Director positions with Legend Plc and Cupid Plc.

Sir Robin Miller

Non-Executive Chairman

Sir Robin Miller was formerly Chief Executive (1985-98 and 2001-03) and Chairman (1998- 2001) of Emap plc, a leading media group in consumer and trade publishing, commercial radio, music TV channels and events. In 2003, Sir Robin became senior media adviser to HgCapital, and was involved in the successful disposal of Boosey & Hawkes and Clarion Events Limited. He was previously a non-executive Director of Channel Four Television (1999-2006) and was Chairman of their New Business Board. He was non-executive Chairman of the HMV Group (2004-2005), senior non-executive Director at Mecom Group pic (2005-2009), Chairman of Entertainment Rights plc (2008- 2009) and Setanta Sports Holdings Limited in 2009. He was also formerly a non-executive Director of Premier Sports Holdings and non-executive Chairman of DigitalBox plc.

Sir Robin is currently non-executive Chairman of Huddled Group plc and Tristar Communications Limited, and a Director of Widford Press Limited.

David Marks

Group Development Director

David began his career with Arthur Andersen in its corporate recovery & restructuring department, during which time he was involved in some of the largest and most complex restructuring assignments in the UK.

David then pursued a career in corporate finance and M&A, initially with UBS and latterly with Deutsche Bank. In 2001, David was appointed as a Partner responsible for making private equity investment at Nikko Principal Investments Limited, the European Principal Finance arm of Nikko Cordial, one of Japan’s largest securities businesses.

David subsequently joined AIM-listed Monstermob Group Plc, initially as a Non-Executive Director and subsequently as Group Finance Director. He steered the company as it rapidly expanded internationally across Europe, USA and Asia.

David has also been involved in a number of early-stage ventures as both an investor and board member and with Martin Higginson created Digitalbox Group which was a member of The Sunday Times Tech Track 100 in both 2015 and 2016.

David has an honours degree in Law from the University of Glasgow and is a member of the Institute of Chartered Accountants of Scotland.

Dan Wortley

Group Finance Director

Prior to joining the board as Group Finance Director, Dan held the position of Group Head of Finance with Let’s Explore Group PLC. He has been a key part of the group’s management team since its inception and was instrumental in the acquisitions which led to the formation of the group and the group’s subsequent IPO in July 2018.

Dan qualified as a Chartered Management Accountant in 2007.

Nicholas Lee

Independent Non-Executive Director

Nicholas has extensive investment banking and capital markets experience and is actively involved in public markets. Having read Engineering at St. John’s College, Cambridge, he commenced his career at Coopers & Lybrand where he qualified as a chartered accountant.

He joined Dresdner Kleinwort, where he worked in the corporate finance department advising a range of companies across a number of different sectors. When he left in 2009, he was a Managing Director and Head of Investment Banking for Dresdner Kleinwort’s hedge fund/alternative asset manager clients. He now holds a number of directorships of public companies with a particular focus on technology and financial sectors.

“By adapting to changing consumer preferences and leveraging emerging technologies, we position our businesses for long-term growth and profitability.”


Keep always updated
with our fresh news posts

At Huddled we like to keep everyone updated with what’s happening, from industry news, to new product launches.

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June 17, 2024

Discount Dragon makes first TV Commercial

Discount Dragon teams up with ABF Creative for debut TV ad, set…
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May 14, 2024

Huddled Group plc – Final Results

Martin Higginson, Group CEO, and Dan Wortley, Group FD hosted an online…
Discount Dragon
May 13, 2024

Did you see us in The Sun?

The new owners of Discount Dragon have set out ambitious plans for the business…
Discount Dragon
April 18, 2024

Did you see us in the press?

Our Deals of the Day were featured in the Daily Express ,…