Trading Update

The information contained within this announcement is deemed by the Company to constitute inside information as stipulated under the UK version of the EU Market Abuse Regulation (2014/596) which is part of UK law by virtue of the European Union (Withdrawal) Act 2018, as amended and supplemented from time to time.

18 September 2026

Huddled Group plc

("Huddled", the "Company" or the "Group")

Trading Update

Huddled Group PLC (AIM:HUD), the circular economy e-commerce group behind Peeko, the UK’s online surplus superstore, today announces a significant strategic development with the launch of its live commerce operation. This initiative represents an evolution of the Company’s value‑driven ecommerce model and introduces live, presenter‑led shopping formats integrated with automated fulfilment and next‑day delivery.

Shareholders are invited to watch the c.20-minute recorded business update, in which Founder and Executive Chairman Martin Higginson calls the move “one of the most exciting developments in Huddled’s evolution”. With weekly revenue growing to circa £100k, the board is encouraged by the early progress and looks forward to the potential rapid growth live commerce could deliver.

The video will be available on the Company’s YouTube channel, @HuddledGroup and is being promoted on the company website, Huddled.com and across its social media platforms, X, Facebook, and LinkedIn.

In the video address, Martin explains:

Background and Strategic Rationale

Huddled’s core proposition has focused on acquiring surplus stock and delivering value to customers. With price‑led messaging increasingly prevalent across the retail sector, the Company identified live commerce as a differentiated channel combining entertainment, social interaction, and real‑time auctions - a format already gaining traction at pace in Asia and the United States.

Technology Integration and Operational Capability

The Company has developed proprietary technology connecting live commerce platforms directly to its automated fulfilment operation. This integration is designed to support real‑time order processing at scale and provide next‑day delivery for qualifying orders placed by 10pm.

Current live commerce capability includes:

Early Performance Indicators

Since soft‑launching live channels, Huddled has recorded encouraging early metrics across categories including gadgets, beauty and groceries.

Initial performance includes:

The Company notes that “Customers don’t just browse, they stay, chat, bid and return.”

Planned Expansion

Huddled intends to expand its live commerce footprint over the coming weeks, including:

Strategic Positioning

The Company will continue to use surplus inventory to deliver value, now supported by entertainment‑led formats and integrated technology. This development aims to enhance customer engagement and broaden Huddled’s ecommerce capabilities.

Further Updates

Huddled will provide additional information on its live commerce strategy and platform development alongside its interim results later this month.

Martin Higginson, Executive Chairman of Huddled Group plc said: “Huddled’s move into live commerce marks an exciting evolution of our strategy: using surplus inventory to deliver exceptional value, while adding entertainment, community, technology, and convenience to the customer experience.

“Early testing across Whatnot and TikTok has been highly encouraging, with weekly sales already reaching approximately £100,000 and strong signs of repeat engagement. While there is still much to learn and refine, we believe Huddled is well positioned to capitalise on this emerging opportunity by making online shopping more engaging, more rewarding, and above all, fun.”

Enquiries:

For further information please visit www.huddled.com/investors, or contact: