Live Commerce Strategy Accelerated with TikTok JV

HUDDLED GROUP PLC

("Huddled" or the "Company")

Huddled Accelerates Live Commerce Strategy with TikTok Joint Venture

Huddled Group plc (AIM: HUD), the circular economy e-commerce group, is pleased to announce further expansion of its Live Commerce strategy. Hot on the heels of its recently announced Whatnot partnership with AEWW, the Company has entered into a joint venture with Cipher, one of the UK's leading TikTok agencies, to operate Peeko Live Commerce channels across TikTok Live and TikTok Auctions.

Cipher will be responsible for the presenters and studios, while Huddled contributes stock and fulfilment, with profits split 50:50.

The partnership will see the Peeko-Beauty stream launch on the TikTok platform later this week, initially as a beta trial to prove delivery timelines, which, once satisfied, will be scaled to several hours per day, and followed by launches in Tech, and Treats, over the following weeks. Further categories will follow in the coming months as the model is honed and scaled.

Central to the deal is Huddled's newly-developed proprietary software, which connects third-party live-selling partners directly into its centralised stock and automated fulfilment infrastructure, including next-day delivery on orders placed up to 10pm. The software allows Huddled to add new Live Commerce partners and platforms with minimal incremental overhead or operational burden, underpinning the Company's route to profitability.

This is the second auction platform deal in as many weeks, underpinning the board's belief that its proprietary Live Commerce technology is a repeatable and scalable growth engine.

Martin Higginson, Executive Chairman of Huddled Group plc, commented:

"Deals like this let us scale rapidly without taking on the cost or complexity of presenters, studios, or production. Cipher is one of the leading TikTok agencies and understands exactly how to maximise revenue on the platform. Combining Peeko's brand with a range of TikTok-branded live auction streams, experienced presenters, and swift next-day delivery, we believe Peeko can quickly become the leading live auction destination across multiple Live Commerce platforms - and each new platform we add strengthens the case for our technology as a scalable, repeatable growth model."

Jesper Anker and Hadleigh Banfield, Joint Managing Directors of Cipher Limited, added:

"We're excited to be partnering with Peeko on our journey to become the #1 TikTok Shop Agency in the UK. This agreement allows us to build a strong revenue stream through professional auction livestreams hosted by our skilled full time presenters and producers. Peeko's next day delivery and vast product range is particular disruptive to the TikTok Shop Auction Industry"

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