Huddled Group has agreed to buy out its joint venture partner on the live-shopping platform Whatnot, taking full control of the operation.
The live commerce company said it would acquire AEWW Ltd, with which it launched a venture selling via live video streams on Whatnot in August, for £290,000 in new shares.
The venture’s main business, selling gadgets under the Peeko brand, has become a top seller in Whatnot’s everyday electronics category, and AEWW’s two founders will join Huddled.
The company said full ownership would let it expand its gadgets business to other channels, such as TikTok and eBay Live, and develop its other Whatnot channels, supporting its live commerce growth 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.”