Huddled Group plc is set to rebrand as Peeko as it consolidates its portfolio of surplus goods websites into a single platform, in a move designed to cut costs.
The UK-based e-commerce surplus goods retail group will merge Discount Dragon, Nutricircle and Boop Beauty into one site, with the move beginning next week.
The group said it expects the shift to deliver more than £500,000 in annual cost savings, while also making operations simpler and improving the customer experience.
The new Peeko platform is set to combine product ranges across grocery, beauty and wellness, while introducing a single next-day delivery model via Royal Mail Tracked 24.
The AIM-listed business said earlier trials of faster delivery had improved customer acquisition and retention, and will now be rolled out across the entire business.
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The decision comes as a strategic shift for the group, which focuses on selling surplus stock, as it looks to better monetise its combined customer base and streamline marketing and logistics.
Huddled said the simplified model would also make the platform more attractive to suppliers and partners.
Alongside the rebrand, the company confirmed that Michael Ashley and Paul Simpson have stepped down from the board with immediate effect, moving into part-time consultancy roles.
The board will now consist of Martin Higginson, Dan Wortley and Nicholas Lee.
“We have wanted to move to one single site for some time. It not only allows us to streamline our operations but also allows us to improve the customer experience, and offer more choice, as well as next-day delivery on every order,” said executive chairman Martin Higginson.
“We also believe that the rebranding will make our platform more attractive to additional leading manufacturers and extend the number of partners wanting to work with us.
He added: “We believe that value should feel simple, not complicated. That’s why we’ve developed one unified site focused on clear pricing, honest product information, fast delivery and a constantly evolving range – making it easy for customers to discover something new every time they visit. Less waste. More value. Smarter shopping.”
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