HOW WE EVOLVED
our
story
A diverse team of visionaries and doers on a journey to deliver value and impact.
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Huddled
[ /ˈhʌd.əld/ ] adjective
A term that describes both the act of gathering closely together and the spirit of drawing people together.
Our diverse team of visionaries and doers are experts at bringing people together from across different organisations and sectors to support our mission to be a force for good, making everyday life more affordable while reducing waste.
Since re‑launching Huddled Group Plc in 2023, our business has evolved considerably. We’ve moved from acquisition to experimentation, and in 2026 entered a period of transformation, bringing Discount Dragon, Nutricircle and BOOP Beauty together to create one single digital surplus superstore: Peeko.
While our business has evolved, our purpose‑led, mission‑focused, values‑driven ethos remains unchanged. It continues to guide us towards our vision of a world where surplus is valued, not wasted, and where every household can access the things they need.
“Our journey – like our story is one of evolution and continuous improvement.”
We are no strangers to launching and leading growing businesses and have spent over forty years’ successfully identifying, building, exiting and floating high-profile consumer businesses.
We know what it takes to build a market-leading business from launch to scale, both through organic growth and acquisition. At Huddled Group, our pursuit of success goes beyond financial performance. We’re committed to creating a lasting positive impact on society and the environment whilst delivering value to shareholders.
Entrepreneurialism and investment underpin our approach, but we believe that relationships, regeneration, and reward are the true drivers of our success.
By building strong relationships with – and rewarding – our customers, colleagues, suppliers, partners and investors, we continue to deliver the pace of growth that saw us recognised as one of the UK’s fastest growing retailers in 2025.
Through Peeko, we will continue to evolve – strengthening our offering, expanding our customer base, and increasing our impact, and we remain grateful to all those who support our mission and play an invaluable role within our story.
Together, with our customers, colleagues, suppliers, partners, and investors, we will continue to do our bit to be a force for good.
Now that you’ve learned about our story, we invite you to meet the team behind it.
MEET THE TEAM