Acquisition of AEWW Ltd
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Huddled Group plc
("Huddled", the "Company" or the "Group")
Acquisition of AEWW Ltd
Huddled Group plc (AIM:HUD), the live commerce group, announces that it has signed binding heads of terms to acquire the entire issued share capital of AEWW Ltd, its joint venture partner on the Whatnot platform, subject to customary due diligence and clearances (the “Acquisition”).
As announced on 18 August 2026, the Group entered into a joint venture with AEWW Ltd to operate live commerce channels on the Whatnot platform. The Company is pleased to announce that it has now entered into an agreement to acquire AEWW Ltd, giving Huddled 100% ownership and full control of the Group’s live commerce operation on Whatnot.
Jason and Regan McNeill, the co-founders of AEWW Ltd, will join Huddled as employees to further boost the Group’s Live Commerce capabilities and help lead its expansion plans.
The agreed consideration for the Acquisition is £290,000, which will be satisfied by the issue of 38,666,667 new Ordinary Shares1 in the Company (the “Consideration Shares”). The Consideration Shares will be issued at 0.75 pence per share. Upon admission to trading on AIM, the Consideration Shares will be subject to a twelve-month lock-in followed by a twelve-month orderly market agreement. A further announcement, including the Company’s total voting rights following admission, will be made on completion of the Acquisition.
Rationale for the Acquisition
The Group has made strong progress on Whatnot since launch, with over 120,000 followers across its Whatnot accounts to date. Peeko Gadgets, the primary focus of the Whatnot joint venture so far, has been consistently ranked No1 best-seller in the Everyday Electronics category on Whatnot and has been experiencing strong week-on-week growth in both followers and sales.
The rationale for the Acquisition is two-fold.
Firstly, the Directors see a clear opportunity to extend the gadgets offering across other online channels, including TikTok, eBay Live and Peeko’s own website. This initiative will benefit from the AEWW team’s gadget expertise to be deployed beyond the scope of the original joint venture, which focused solely on Whatnot.
Secondly, the Directors intend to further develop the Group’s other Whatnot channels to replicate the success of Peeko Gadgets. This will require additional Group resources to be allocated to Whatnot, and full ownership ensures that the benefit of that investment accrues entirely to Huddled shareholders.
The Directors believe these initiatives will directly support the Group’s live commerce expansion strategy.
Martin Higginson, Founder and Executive Chairman at Huddled Group plc, said: “We’re thrilled that both Regan and Jason will be joining us full-time to play an integral role in driving forward our live commerce operation and we’re delighted to welcome them to the Huddled family. Working closely with our team, Regan has grown weekly revenue from Peeko Gadgets more than 2.5x since we entered into the joint venture in August 2026, underpinning our belief that together we could accelerate growth at pace. We now want to further accelerate that growth by increasing our channel presence, expanding our product range, and increasing our broadcasting hours. Regan will head up trading for the gadgets category across all our live commerce channels including on Whatnot, TikTok, eBay, and our Peeko.co.uk website.
“Jason will head up our Peeko Blinders live commerce channel which specialises in the fast sale of surplus stock. Having tested this over the last couple of weeks we’re pleased to report almost 24,000 followers and encouraging sales. Under Jason’s supervision we will extend the broadcasting hours for this channel on Whatnot and look to launch it on eBay in the coming weeks”.
Jason and Regan McNeill, co-founders of AEWW Ltd, said: “Working with the Huddled team has shown us what is possible. The combination of our live commerce skills with their stock, scalability, and next-day delivery capabilities have enabled us to grow ‘Peeko Gadgets’ at speed. We can now take these learnings to broadcast more hours on Whatnot as well as launching the channel across other platforms. Adding ‘Peeko Blinders’ to the mix, giving us a dedicated channel for surplus stock, which is a natural next step for the Peeko brand. We’re thrilled to be a part of this exciting Company and look forward to working with the team to help supercharge shopping in the live commerce space.”
1ordinary shares of 0.040108663 pence each in the Company ("Ordinary Shares")
Enquiries:
For further information please visit www.huddled.com/investors, or contact:
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Huddled Group plc Martin Higginson Daniel Wortley |
investors@huddled.com |
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Zeus (Nominated Adviser and Sole Broker) James Hornigold, George Duxberry Dominic King |
Tel +44 (0) 203 829 5000 (Investment Banking) (Corporate Broking) |
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Shard Capital LLP Erik Woolgar |
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