18th Aug 2026 11:06
(Alliance News) - Huddled Group PLC on Tuesday announced the launch of a new live commerce software and a joint venture with AEWW Ltd.
Huddled, a Nottingham, England-based e-commerce company, said their new proprietary software will help coordinate stock, orders and fulfilment across multiple sellers and platforms, allowing next day delivery for orders placed as late as 11 pm.
Under the joint venture, the AE Stores operated by AEWW will be rebranded Peeko Gadgets and brought into the venture alongside the existing Peeko stores, which focus on beauty and treats. All the stores will keep operating exclusively on Whatnot, a shopping platform that works through real-time video auctions.
Huddled Chair Martin Higginson said: "The addition of AE Stores' audience and experience provides immediate scale. Under the Peeko brand, we expect to expand into further channels, categories and partnerships."
Joint Managing Directors of AEWW Jason McNeill and Regan McNeill said: "The biggest challenge we faced as a business was fulfilment - every time we accelerated sales, we hit a bottleneck on stock and delivery. The partnership with Huddled will remove those barriers entirely."
Huddled shares were up 20% on Tuesday morning in London at 0.42 pence each, after jumping 29% earlier in the day.
By Camilla Borri, Alliance News reporter
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