WE’RE ON A MISSION TO BE
OUR BUSINESS
Who we are
Huddled Group Plc is the company behind Peeko – the UK’s online surplus superstore helping smart shoppers uncover hidden value in perfectly good items that would otherwise go to waste.
With a proven track record in creating, nurturing, and growing successful businesses, Huddled Group Plc is committed to delivering shareholder value while making a positive social and environmental impact – reducing waste, championing affordability, and unlocking opportunity in every corner of the surplus market.
Recognised as one of the UK’s fastest growing retailers, Huddled Group entered a new chapter in April 2026, bringing its three e-commerce brands: Discount Dragon, Boop Beauty, and Nutricircle, together to create a single, digital surplus superstore: Peeko.
This marked a step‑change in our evolution, combining innovation, scale, and the thrill of discovery into a unique online shopping experience – transforming our business.
Peeko is built for people who love discovering deals. Fast‑moving stock, great value, and a platform designed to make surplus shopping feel exciting, intuitive, and rewarding.
Smart shoppers are invited to Peeko it before shopping elsewhere.
OUR PURPOSE
What we do
We specialise is rescuing surplus items and redistributing them at unbelievably low prices on our dynamic digital superstore, Peeko.
Built around the thrill of discovery, Peeko delivers the dopamine hit of the ‘middle aisle’ – unexpected finds, great deals, and fast‑moving stock – all from the comfort of home.
With items sourced, fulfilled, and delivered in the UK, our stock moves fast and our inventory is always changing.
That’s why we say: Peeko it first. Because the best deals are the ones you don’t expect.
OUR MISSION
Why we do it
We’re on a mission be a force for good, making everyday life more affordable while reducing waste.
By sourcing and redistributing perfectly good surplus, we create value at every step:
1. For brand manufacturers and retailers by purchasing surplus items that might otherwise go to waste.
2. For customers, by giving them access to quality items at genuinely affordable prices.
3. For the planet, by diverting surplus away from landfill and reducing the environmental footprint of retail.
Together, this creates meaningful social, environmental, and economic benefits, while delivering sustainable returns for shareholders.
We call it The Peeko Impact Loop
OUR VISION
We want to live in a world where surplus is valued, not wasted and where every household can access the things they need.
OUR AMBITION
Our ambition is to be recognised as the UK’s most trusted surplus superstore – a place where people can shop confidently, save money, and know they’re making a positive impact.