Published by Sue Johns-Chapman
Published Date 21.10.2024 
Superco is a Shopify Plus agency, founded in 2021 by Tom Mucklow and Tom Carew. From day one, the goal was clear: become the fastest agency to achieve Shopify Partner status. The Toms hit that target within just 18 months of launching, and the momentum hasn’t slowed since.
Our Growth Story
Superco has grown from a small remote team to a 24-person agency with offices across the UK. Starting as a remote-first business during the pandemic, our team has always adapted to evolving landscapes. Over the past year, we’ve shifted to a hybrid model, bringing our team together in person to foster more collaboration and creativity. We currently have a HQ in London and a design hub in Birmingham, and this shift has allowed us to strengthen our internal processes and better serve our clients.
Specialising in growth and retention, we work closely with brands to deliver measurable results through Shopify Plus. In 2022, we won the Rising Star award at the European Agency Awards, and last year we placed top for ‘Best Small Agency’ — a title we’re striving to keep hold of.
“The level of account management that was provided was very impressive.”
— Project Lead, Regen Optics
Delivering Results
We work with a diverse range of clients, from fast-growing eCommerce brands to more established businesses. Our team is focused on results and takes the time to understand each client’s target audience. By leveraging behavioural science and proven growth strategies, we design and develop Shopify stores that drive engagement, conversions, and loyalty.
Some of our recent standout projects include:
Puresport: We optimised their Shopify Plus site and increased subscription uptake while supporting major product drops.
Allbirds: We launched new sites for them in Canada and South Korea, migrating from a headless setup to Shopify 2.0, which improved site speed and performance.
Ennis & Brown: We transformed their Wix site into a custom Shopify store that reflects their family-run heritage, complete with a product customiser to enhance customer experience.
Katz Gluten Free: We developed a fresh D2C site for the famous kosher bakery, introducing subscription services and an enhanced UX.
“Superco has new ideas and is very professional and experienced in their field. Their customer service is excellent.” — Director, Richard Allan
Adapting and Building
Every business faces challenges, but it’s how you adapt that makes the difference. Over the last year, we’ve strengthened our client relationships by refining our account management process. This includes setting clear targets through detailed roadmaps and QBRs to ensure we’re always aligned with the goals of the brands we work with.
We’ve also promoted from within, recognising the huge talent within our team. Sophie, now Head of CRM, Sam, now Head of Client Services, and Emil, our Product Solution and Migration Specialist, are all experts in their fields. Their extensive knowledge and commitment to growth has been instrumental in elevating the services we offer, ensuring that we stand out as leaders in eCommerce strategy and execution.
“Very efficient. Communicated with clarity at all times and always delivered beyond our expectations.” — Founder, Dreem Distillery
Our growth hasn’t slowed and as a relatively young agency, we never stop pushing forward. Earlier this year, we secured Waldencast, a Nasdaq-listed beauty conglomerate, which is now our largest retainer client. It’s been a major milestone for us and highlights the quality of work we’ve become known for.
Recently, we ramped up our marketing efforts, publishing regular content that instructs brands on how to make the most of Shopify Plus. Each quarter, in partnership with Shopify, we send a hamper to brands hosted on alternative platforms, to showcase the benefits of a migration. We also host many events – such as our recent rooftop networking in Barcelona – that draw in brands keen to learn from our team of specialists.
“The founders are involved and passionate, which is great to work alongside. We had some very specific design requirements. I was able to work closely with their team to get the result we wanted.” — Digital Product Lead, Coffee Products Company
Looking Ahead
Being shortlisted for Best Small Agency at the European Agency Awards is a great recognition of our work, and the whole team is excited to be in the running once again. Our focus remains on driving growth for the brands we partner with, delivering impactful results through strategy, creativity, and technical expertise.
