Huddled Group (AIM:HUD), the AIM-listed circular economy e-commerce group, has entered a joint venture with Cipher, a UK TikTok agency, to run Peeko Live Commerce channels across TikTok Live and TikTok Auctions.
Profits will be split 50:50, with Cipher supplying presenters and studios while Huddled provides stock and fulfilment.
It is the second live commerce partnership Huddled has struck in as many weeks, following its recent Whatnot tie-up with AEWW.
The Peeko-Beauty stream launches on TikTok later this week as a beta trial to test delivery timelines, before scaling to several hours a day.
Tech and Treats categories will follow in subsequent weeks, with further verticals planned over coming months.
The deal runs through Huddled's proprietary software, which links third-party live-selling partners to its centralised stock and automated fulfilment system, including next-day delivery on orders placed up to 10pm.
The company said this infrastructure lets it add new Live Commerce partners with minimal extra overhead, a factor it views as central to its path to profitability.
"Cipher is one of the leading TikTok agencies and understands exactly how to maximise revenue on the platform," said Martin Higginson, Executive Chairman of Huddled Group.
Jesper Anker and Hadleigh Banfield, Joint Managing Directors of Cipher, said the tie-up supports their goal of becoming the UK's top TikTok Shop agency, adding that Peeko's next-day delivery and product range are "particularly disruptive" to the TikTok Shop auction market.
News Intelligence what this means for the company
Huddled Group has launched a 50:50 profit-sharing joint venture with TikTok agency Cipher to run live-commerce channels on TikTok Live and TikTok Auctions, with Peeko-Beauty going live this week as a beta trial. This is the second live-commerce partnership in two weeks (following the Whatnot deal with AEWW) and demonstrates Huddled's strategy of leveraging its proprietary software and centralised stock system to add new sales channels with minimal overhead—a model the company views as central to reaching profitability.
The deal runs through Huddled's proprietary live-commerce software, which the company argues allows it to scale partnerships without proportional cost increases. Success on TikTok—a platform where Cipher claims expertise—could materially expand Huddled's addressable audience, though execution risk remains high given the beta-trial status and the company's FY 2025 adjusted EBITDA loss of £2.62m against £18.65m revenue.
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