I built Niddy because I needed it first.
Two years inside a growing UK retail and distribution business showed me where AI actually pays back. And where the wider consulting market gets it wrong. Niddy is the help I went looking for and couldn't find.
The work I needed nobody else was doing.
I started North Star Brands in 2024. Single operator, bootstrapped, no team. Seven global brand distributorships, two D2C sites, a UK retail network of fifty-plus accounts. Built across every department because there was nobody else there to build it.
The reason I could do it solo was AI. Not the "ChatGPT helped me brainstorm" version. The build-it-into-the-business-and-let-it-run version. A B2B outreach engine that onboarded fifty retailers in twelve months. A product description agent that put 600-plus SKUs into Shopify across a season. Automated retailer onboarding from cold email to signed PO. AI in every meeting taking notes I never have to revisit. A financial model that updates itself.
The whole time I was building it I was looking for practical help on what to deploy next. I couldn't find it. The Big-4 don't take meetings under £80,000. The AI consultants online haven't actually run a business. Operators kept asking me how I'd done it. So I started Niddy.
Every recommendation Niddy makes has been deployed in NSB first. We don't pitch what we haven't proven on ourselves.
James Moorcroft, Founder
Twenty months. Seven brands. One operator.
The numbers behind North Star Brands, which is where every Niddy pattern was field-tested before it became a recommendation.
Global brands distributed, all signed and onboarded solo across two trading years.
UK retailer accounts onboarded via an automated B2B outreach and CRM pipeline.
Product SKUs rewritten by an AI agent and pushed live to Shopify across a season.
Months running North Star Brands solo from a standing start in 2024.
What Niddy is. What it isn't.
Plain answers to the two questions every prospect asks within five minutes of a first call.
What Niddy is.
An AI consultancy built by an operator who's done the work in their own business first. Every recommendation has been deployed at NSB before it gets pitched to a client.
A diagnostic-plus-build offering. The audit finds what to do. One-time sprints deploy a proven agent. And Foundation, Growth, or Enterprise retainers are how we keep building alongside you. You pick the level.
Vendor-agnostic. We curate from the best shelf for each opportunity. Klaviyo, Gorgias, Make.com, Inventory Planner, Anthropic. Whoever fits best for the job, no platform lock-in.
Plain English. Owner-operator-to-owner-operator. No 40-slide strategy decks, no AI buzzword bingo.
What Niddy isn't.
A reseller pushing tools we haven't used. Every agent we deploy has been proven at North Star Brands or a sandbox first. If we haven't run it, we won't put it in your business.
A Big-4 alternative. We work with operators who can't or won't write £80k cheques for a deck. The Big-4 are welcome to the enterprise budgets.
An online AI consultant who's never run a business. There's a difference between watching AI happen and embedding it inside a P&L. We've done the second one.
A lock-in. Foundation is rolling-monthly; Growth and Enterprise carry a minimum term so we can deliver, but there's no auto-renew trap, and you keep everything we've shipped.
See where your business sits.
Thirteen questions. Five minutes. Free. You get a benchmarked score against peers in your sub-vertical plus the top three opportunities tailored to your business.
Get my free Readiness ScoreI built Niddy because I needed it first.
Two years inside a growing UK retail and distribution business showed me where AI actually pays back. And where the wider consulting market gets it wrong. Niddy is the help I went looking for and couldn't find.
The work I needed nobody else was doing.
I started North Star Brands in 2024. Single operator, bootstrapped, no team. Seven global brand distributorships, two D2C sites, a UK retail network of fifty-plus accounts. Built across every department because there was nobody else there to build it.
The reason I could do it solo was AI. Not the "ChatGPT helped me brainstorm" version. The build-it-into-the-business-and-let-it-run version. A B2B outreach engine that onboarded fifty retailers in twelve months. A product description agent that put 600-plus SKUs into Shopify across a season. Automated retailer onboarding from cold email to signed PO. AI in every meeting taking notes I never have to revisit. A financial model that updates itself.
The whole time I was building it I was looking for practical help on what to deploy next. I couldn't find it. The Big-4 don't take meetings under £80,000. The AI consultants online haven't actually run a business. Operators kept asking me how I'd done it. So I started Niddy.
Every recommendation Niddy makes has been deployed in NSB first. We don't pitch what we haven't proven on ourselves.
James Moorcroft, Founder
Twenty months. Seven brands. One operator.
The numbers behind North Star Brands. Every Niddy pattern was field-tested there before becoming a recommendation.
Global brands distributed, all signed and onboarded solo across two trading years.
UK retailer accounts onboarded via an automated B2B outreach and CRM pipeline.
Product SKUs rewritten by an AI agent and pushed live to Shopify across a season.
Months running North Star Brands solo from a standing start in 2024.
What Niddy is. What it isn't.
Plain answers to the two questions every prospect asks within five minutes of a first call.
What Niddy is.
An AI consultancy built by an operator who's done the work in their own business first. Every recommendation has been deployed at NSB before it gets pitched to a client.
A diagnostic-plus-build offering. The audit finds what to do. One-time sprints deploy a proven agent. And Foundation, Growth, or Enterprise retainers are how we keep building alongside you. You pick the level.
Vendor-agnostic. We curate from the best shelf for each opportunity. Klaviyo, Gorgias, Make.com, Inventory Planner, Anthropic. Whoever fits best for the job, no platform lock-in.
Plain English. Owner-operator-to-owner-operator. No 40-slide strategy decks, no AI buzzword bingo.
What Niddy isn't.
A reseller pushing tools we haven't used. Every agent we deploy has been proven at North Star Brands or a sandbox first. If we haven't run it, we won't put it in your business.
A Big-4 alternative. We work with operators who can't or won't write £80k cheques for a deck. The Big-4 are welcome to the enterprise budgets.
An online AI consultant who's never run a business. There's a difference between watching AI happen and embedding it inside a P&L. We've done the second one.
A lock-in. Foundation is rolling-monthly; Growth and Enterprise carry a minimum term so we can deliver, but there's no auto-renew trap, and you keep everything we've shipped.
See where your business sits.
Thirteen questions. Five minutes. Free. Benchmarked score against peers in your sub-vertical plus the top three opportunities tailored to your business.
Get my free Readiness Score