๐จ๐๐ฆ๐๐ซ๐ญ, ๐๐จ๐ฅ๐, ๐๐ง๐ ๐๐ฎ๐ญ๐ก๐ฅ๐๐ฌ๐ฌ
#HUD
Thereโs a moment in every market cycle when the tectonic plates shift so decisively that the old order begins to crumble.
That moment arrived in early June 2026, when B&M, the 700โstore discount behemoth, that once sat in the FTSE 100, reported a near 50% collapse in annual profit.
Preโtax profit plunged to ยฃ227 million from ยฃ431 million, a 47% wipeout. Likeโforโlike sales across its UK estate fell into negative territory.
The company that built an empire on the proposition of unbeatable value, was suddenly on the back foot.
At the very same time, Huddled (HUD) released its trading update.
The contrast could not be more stark. While B&M's chief executive Tjeerd Jegen spoke of "execution issues" and a "challenging market", Huddled's management declared with quiet confidence: "The hard part is done. What comes next is the exciting part."
๐๐ก๐ข๐ฌ ๐ข๐ฌ ๐ง๐จ๐ญ ๐ ๐๐จ๐ข๐ง๐๐ข๐๐๐ง๐๐. ๐๐ก๐ข๐ฌ ๐ข๐ฌ ๐ ๐ฌ๐ญ๐ซ๐ฎ๐๐ญ๐ฎ๐ซ๐๐ฅ ๐ฌ๐ก๐ข๐๐ญ ๐ข๐ง ๐ญ๐ก๐ ๐๐ข๐ฌ๐๐จ๐ฎ๐ง๐ญ ๐ซ๐๐ญ๐๐ข๐ฅ ๐ฅ๐๐ง๐๐ฌ๐๐๐ฉ๐, ๐๐ง๐ ๐๐ฎ๐๐๐ฅ๐๐ ๐ข๐ฌ ๐ฉ๐จ๐ฌ๐ข๐ญ๐ข๐จ๐ง๐๐ ๐จ๐ง ๐ญ๐ก๐ ๐ฐ๐ข๐ง๐ง๐ข๐ง๐ ๐ฌ๐ข๐๐.
1๏ธโฃ ๐๐๐ ๐๐๐๐๐๐๐๐๐๐ ๐๐๐๐
๐: ๐
๐๐๐ ๐๐๐๐๐๐ ๐๐ ๐๐๐๐๐๐
The media coverage of the two updates was unequivocal. Multiple reports explicitly framed the battle as one between conventional stores like B&M, and their own digital operations, alongside newer internetโonly players such as Huddledโs Peeko.
๐๐ก๐ "๐จ๐ง๐ ๐จ๐ข๐ง๐ ๐ญ๐ฎ๐ฌ๐ฌ๐ฅ๐ ๐๐จ๐ซ ๐ฌ๐๐ฅ๐๐ฌ ๐๐๐ญ๐ฐ๐๐๐ง ๐จ๐ง๐ฅ๐ข๐ง๐ ๐ฉ๐ฅ๐๐ญ๐๐จ๐ซ๐ฆ๐ฌ ๐๐ง๐ ๐๐ซ๐ข๐๐ค๐ฌโ๐๐ง๐โ๐ฆ๐จ๐ซ๐ญ๐๐ซ ๐ฌ๐ญ๐จ๐ซ๐๐ฌ" ๐ข๐ฌ ๐ข๐ง๐ญ๐๐ง๐ฌ๐ข๐๐ฒ๐ข๐ง๐ , ๐๐ง๐ ๐ญ๐ก๐ ๐๐๐ญ๐ ๐ฌ๐ก๐จ๐ฐ๐ฌ ๐ฐ๐ก๐ข๐๐ก ๐ฐ๐๐ฒ ๐ญ๐ก๐ ๐ฐ๐ข๐ง๐ ๐ข๐ฌ ๐๐ฅ๐จ๐ฐ๐ข๐ง๐ .
B&M's problems are not merely cyclical. They are structural.
The company reported its UK likeโforโlike sales had declined by 0.1% over the year. It slashed its total annual dividend by 36% to 9.6 pence from 15.0 pence. Itโs now fighting a defensive war, forced to "sharpen our pricing, improve onโshelf availability in bestโselling brands and revamp our inโstore promotions" just to stem the bleeding.
What is the root cause? The answer is written in the consumer data.
๐๐๐๐ซ๐ฅ๐ฒ ๐ ๐ญ๐ก๐ข๐ซ๐ ๐จ๐ ๐๐ ๐ซ๐๐ฌ๐ฉ๐จ๐ง๐๐๐ง๐ญ๐ฌ ๐ญ๐จ ๐ญ๐ก๐ ๐๐๐ง๐ช๐ฎ๐ข๐ฌ ๐
๐ข๐ง๐๐ง๐๐ข๐๐ฅ ๐๐๐ฅ๐ฅ๐๐๐ข๐ง๐ ๐๐ง๐๐๐ฑ ๐ง๐จ๐ฐ ๐ซ๐๐ฅ๐ฒ ๐จ๐ง ๐๐ซ๐๐๐ข๐ญ ๐ญ๐จ ๐๐จ๐ฏ๐๐ซ ๐๐ฏ๐๐ซ๐ฒ๐๐๐ฒ ๐๐ฑ๐ฉ๐๐ง๐ฌ๐๐ฌ.
Energy bills have surged 17% over two years. Groceries are now one of the most common triggers for wiping out savings.
In this environment, the consumer is not just looking for value; they are looking for the best value, delivered in the most convenient way possible. And that is precisely where Peeko excels.
2๏ธโฃ๐๐๐ ๐๐๐๐๐ ๐๐ ๐๐๐๐๐๐ ๐&๐โ๐ ๐๐๐๐๐
Let us be precise about the mechanics of this market share transfer.
First, the value proposition is superior. Peeko positions itself as "an online Costco", a curated range of major brand surplus stock at genuinely compelling prices.
This is not a simple discount retailer; it is a treasure hunt, a "middle aisle" experience that rewards loyal customers and drives repeat visits.
B&M, by contrast, is a 700โstore chain carrying the immense overhead of physical real estate, 35,000 employees, and the logistical burden of managing inventory across hundreds of locations.
Every square foot of B&M floor space is a cost that Peeko does not bear.
Second, the logistics are superior.
Peeko is now fully operational with nextโday delivery via THG Fulfil on orders placed up to 11pm. This is a level of service that a physical retailer cannot match without massive investment.
B&M's 700 stores may offer immediate gratification, but they cannot offer the convenience of a parcel arriving at your door the next morning.
In an era where consumers are cutting discretionary spending, convenience is not a luxury; it is a necessity.
Third, the margin structure is superior.
Peeko has rebuilt its perโitem margin from the ground up. Product margin per item sold more than doubled in the first four months of 2026, reaching circa ยฃ3.00 per item in May. Average items per order fell from over 12 to under 6, dramatically reducing picking costs.
๐๐ฏ๐๐ซ๐ฒ ๐จ๐ซ๐๐๐ซ ๐ฎ๐ง๐๐๐ซ ยฃ๐๐ ๐ง๐จ๐ฐ ๐ ๐๐ง๐๐ซ๐๐ญ๐๐ฌ ๐ ยฃ๐.๐๐ ๐๐๐ฅ๐ข๐ฏ๐๐ซ๐ฒ ๐๐จ๐ง๐ญ๐ซ๐ข๐๐ฎ๐ญ๐ข๐จ๐ง, ๐๐ง๐ฌ๐ฎ๐ซ๐ข๐ง๐ ๐๐ฏ๐๐ง ๐ญ๐ก๐ ๐ฌ๐ฆ๐๐ฅ๐ฅ๐๐ฌ๐ญ ๐จ๐ซ๐๐๐ซ ๐ฆ๐๐ค๐๐ฌ ๐ ๐ฉ๐ซ๐จ๐๐ข๐ญ.
B&M, by contrast, is being crushed by cost inflation and margin erosion, with adjusted preโtax profit falling 38% to ยฃ284 million. The 700โstore chain is fighting a margin war that it is structurally unable to win.
3๏ธโฃ ๐๐๐ ๐๐๐๐๐๐๐ ๐๐๐๐ ๐๐๐๐๐๐
Consider the trajectory; Peeko generated over 86,000 orders in the four months to 30 April 2026 at an average order value exceeding ยฃ37 and a product margin per order above ยฃ17.
Nutricircle contributed another 46,000 orders with similar metrics. Combined, that is 132,000 orders in four months, each generating product margin of approximately ยฃ17.
That equates to over ยฃ2.2 million in product gross profit in just four months, before scaling.
Now consider the competitive landscape.
B&M's UK likeโforโlike sales are in decline. Its profits are collapsing. Its dividend has been slashed.
The 700โstore chain is in turnaround mode, forced to invest in pricing and promotions just to maintain market share.
๐๐๐๐ง๐ฐ๐ก๐ข๐ฅ๐, ๐๐๐๐ค๐จ ๐ข๐ฌ ๐ฅ๐๐๐ง, ๐๐ ๐ข๐ฅ๐, ๐๐ง๐ ๐ ๐ซ๐จ๐ฐ๐ข๐ง๐ .
It is testing new channels including eBay Live, Whatnot, Temu, and Amazon.
It has a Beauty Box that sold out on TikTok in two days!
It has a Trustpilot rating that has climbed from 4.0 to 4.6 stars on over 27,000 reviews!
๐๐ก๐ข๐ฌ ๐ข๐ฌ ๐ง๐จ๐ญ ๐ ๐ฌ๐ญ๐จ๐ซ๐ฒ ๐จ๐ ๐ญ๐ฐ๐จ ๐๐จ๐ฆ๐ฉ๐๐ง๐ข๐๐ฌ ๐๐จ๐ฆ๐ฉ๐๐ญ๐ข๐ง๐ ๐ข๐ง ๐ญ๐ก๐ ๐ฌ๐๐ฆ๐ ๐ฌ๐ฉ๐๐๐. ๐๐ก๐ข๐ฌ ๐ข๐ฌ ๐ ๐ฌ๐ญ๐จ๐ซ๐ฒ ๐จ๐ ๐จ๐ง๐ ๐๐จ๐ฆ๐ฉ๐๐ง๐ฒ ๐๐๐ญ๐ข๐ง๐ ๐ญ๐ก๐ ๐จ๐ญ๐ก๐๐ซ'๐ฌ ๐ฅ๐ฎ๐ง๐๐ก.
4๏ธโฃ๐๐๐๐๐๐ ๐๐๐๐๐ ๐๐๐๐๐๐
๐๐ ๐๐ ๐๐๐๐๐๐
The bear case on Huddled has always been that the discount retail space is crowded and competitive. But the B&M numbers refute that argument.
๐๐ก๐ ๐ฌ๐ฉ๐๐๐ ๐ข๐ฌ ๐ง๐จ๐ญ ๐๐ซ๐จ๐ฐ๐๐๐; ๐ข๐ญ ๐ข๐ฌ ๐๐จ๐ง๐ฌ๐จ๐ฅ๐ข๐๐๐ญ๐ข๐ง๐ .
The weak are being crushed, and the strong are taking share.
Consider the evidence; B&M's chief executive described it as "a difficult year that saw profits fall due to a challenging market and execution issues". He launched a "back to B&M basics" plan in October to restore likeโforโlike sales growth.
He is now forced to "sharpen our pricing, improve onโshelf availability in bestโselling brands and revamp our inโstore promotions".
๐๐ก๐ข๐ฌ ๐ข๐ฌ ๐ญ๐ก๐ ๐ฅ๐๐ง๐ ๐ฎ๐๐ ๐ ๐จ๐ ๐ ๐๐จ๐ฆ๐ฉ๐๐ง๐ฒ ๐ฎ๐ง๐๐๐ซ ๐ฌ๐ข๐๐ ๐, ๐ง๐จ๐ญ ๐ ๐๐จ๐ฆ๐ฉ๐๐ง๐ฒ ๐ญ๐ก๐๐ญ ๐ข๐ฌ ๐ฐ๐ข๐ง๐ง๐ข๐ง๐ .
Meanwhile, Huddled's management is talking about scaling. "We know what this business is capable of. We've fixed what was stopping us from doing that consistently. We have a great value proposition, nextโday delivery, genuine customer loyalty, and the margins to justify scaling."
๐๐ก๐ข๐ฌ ๐ข๐ฌ ๐ญ๐ก๐ ๐๐ข๐๐๐๐ซ๐๐ง๐๐ ๐๐๐ญ๐ฐ๐๐๐ง ๐ ๐๐จ๐ฆ๐ฉ๐๐ง๐ฒ ๐ญ๐ก๐๐ญ ๐ข๐ฌ ๐๐๐๐๐ง๐๐ข๐ง๐ ๐ข๐ญ๐ฌ ๐ฉ๐จ๐ฌ๐ข๐ญ๐ข๐จ๐ง ๐๐ง๐ ๐ ๐๐จ๐ฆ๐ฉ๐๐ง๐ฒ ๐ญ๐ก๐๐ญ ๐ข๐ฌ ๐๐ญ๐ญ๐๐๐ค๐ข๐ง๐ .
B&M is spending money to stop the bleeding. Huddled is spending money to grow.
The market is pricing Huddled as if it will fail, but the competitive dynamics suggest the opposite.
Every pound that B&M loses to margin pressure is a pound that flows to a more efficient competitor. That competitor is increasingly Peeko.
5๏ธโฃ๐๐๐ ๐๐๐๐๐๐๐๐๐ ๐๐โ๐๐๐๐๐๐ ๐๐๐๐๐๐๐๐
For the sophisticated investor, the B&M profit crash is not a warning sign for the discount retail sector.
It is a confirmation that the sector is undergoing a transformation, and that the winners will be the ones with the lowest cost structure, the best logistics, and the most compelling customer proposition.
Huddled Group has all three. Its cost structure is minimal compared to a 700โstore chain. Its logistics are bestโinโclass via THG Fulfil. Its customer proposition, as evidenced by its Trustpilot ratings, is resonating.
The only missing piece is scale, and management has now declared that the business is ready to return to volume growth.
๐๐ก๐ ๐ ๐ข๐๐ง๐ญ ๐ข๐ฌ ๐๐ฅ๐๐๐๐ข๐ง๐ . ๐๐ก๐ ๐๐ก๐๐ฅ๐ฅ๐๐ง๐ ๐๐ซ ๐ข๐ฌ ๐ซ๐๐๐๐ฒ. ๐๐ก๐ ๐ฆ๐๐ซ๐ค๐๐ญ ๐ฌ๐ก๐๐ซ๐ ๐ญ๐ซ๐๐ง๐ฌ๐๐๐ซ ๐ข๐ฌ ๐ฎ๐ง๐๐๐ซ๐ฐ๐๐ฒ.
For investors willing to look past the material mispricing of the company shares, the opportunity is clear.
The fair value estimate of 6.4p per share (ยฃ27.3 million market cap) is the base case. This is not only achievable in the next 12 months, but it may prove to be the first step in a much larger reโrating.
๐๐ก๐๐ญโ๐ฌ ๐๐ฌ๐ฌ๐ฎ๐ฆ๐ข๐ง๐ ๐ข๐ญโ๐ฌ ๐ง๐จ๐ญ ๐๐๐ช๐ฎ๐ข๐ซ๐๐ ๐๐ฒ ๐&๐, ๐๐๐, ๐จ๐ซ ๐๐ฏ๐๐ง ๐๐จ๐ฌ๐ญ๐๐จ, ๐๐จ๐ซ ๐ ๐ก๐๐๐ญ๐ฒ ๐ฉ๐ซ๐๐ฆ๐ข๐ฎ๐ฆ, ๐๐๐๐จ๐ซ๐ ๐ญ๐ก๐ ๐ฒ๐๐๐ซ ๐ข๐ฌ ๐จ๐ฎ๐ญ.