About us

Who we are

We're a Shopify Platinum Partner in London. We design, build and grow Shopify and Shopify Plus stores for brands in the UK and US.

Tom Carew and Tom Mucklow-Norell founded Superco in London in 2020 to build a Shopify Plus agency focused on customer experience. Tom Carew had built Bean Auction, an online marketplace for green coffee. Tom Mucklow-Norell had spent four years in New York leading channel partnerships at GBG Loqate.

Superco won Best New Agency at the European Agency Awards in 2022. Today we are a team of 33, all in-house, working with about 35 brands at any one time and launching around three Shopify stores a month.

Credentials

Shopify Platinum Partner, the top tier of the Shopify Partner Program.

Recharge Elite agency partner, Rebuy Silver Certified partner and LoyaltyLion Gold partner. We also work with Klaviyo, Yotpo and Gorgias as partners.

European Agency Awards: Best New Agency (Under 24 Months Old) in 2022, and Best Small Agency and Best New Business Campaign, for Represent, in 2023. House of Spoils won an Awwwards Honorable Mention in July 2025 and CSSDA Website of the Day in November 2025.

Rated 4.9 out of 5 from 58 reviews on Clutch.

Partners

Founders

Superco is run by its two co-founders, Tom Carew and Tom Mucklow-Norell.

Tom Carew leads operations and technology. Tom Mucklow-Norell leads commercial work, partnerships and the GROW events.

Profiles

Who we work with

We work closely with the people behind the platforms and partners our clients use.

Superco has invested in Apostle, run by Glenn Cookson and Mili Paligoric Garcia. Olly Hudson of Soar With Us speaks at our GROW events. We also work with Rob Barr and Julia Dawson-Morris at Recharge, and Valeria Granda at Rebuy.

People

Clients

We work with about 35 brands at any one time.

Clients range from new launches to international businesses, in fashion, beauty, health and wellness, food and drink, home and pet.

Case studies

GROW

GROW is our event series for ecommerce founders and teams.

Each event focuses on one sector, with talks from founders, operators and the platforms they use. We have run GROW for beauty, wellness, pet, and food and drink brands.

Events