Superco and Apostle
By Tom Carew and Tom Mucklow-Norell · Published 19 October 2026
Apostle is a CRM consultancy for ecommerce brands, founded in 2025 by Glenn Cookson and Mili Paligoric Garcia. Superco has invested in Apostle, and the two businesses work together on email, SMS and lifecycle marketing for Shopify brands.
The short answer
- Superco builds and runs Shopify stores. Apostle plans and runs the email and SMS programmes that sit on top of them.
- Superco is an investor in Apostle. Apostle is an independent business with its own team and clients.
- Apostle announced in September 2026 that it had become a Klaviyo Platinum Partner, a year after it launched.
- Both teams are based on Bermondsey Street in London.
What Apostle does
Apostle works with direct-to-consumer brands on CRM strategy, email and SMS flows, campaigns, copy and design, and reporting. Each engagement starts with an audit of the account and its data, then a three-month roadmap. The consultancy puts senior people on every account and works mainly in Klaviyo, alongside tools such as Recharge, Yotpo, Gorgias, Octane AI and Rebuy.
Who does what
A typical split when a brand works with both.
| Area | Superco | Apostle |
|---|---|---|
| Shopify build and design | Leads | Advises on sign-up and capture points |
| Klaviyo and Recharge integration | Leads | Sets requirements |
| Data capture and tracking | Leads on the site | Leads in Klaviyo |
| Flows, campaigns and segmentation | Supports | Leads |
| Email and SMS copy and design | Supports | Leads |
| Reporting | Site and conversion | CRM and lifetime value |
Why the partnership matters for brands
Email and SMS results depend on the store as much as the messages. Sign-up forms, product data, subscription settings and checkout all feed the CRM programme. When the team building the store and the team running CRM work together from the start, those pieces are planned once rather than fixed later.
Superco, Apostle and Leaf have also run Elevating the Game, an event for ecommerce teams hosted by Glenn Cookson.
The people
- Glenn Cookson, founder and CEO of Apostle
- Mili Paligoric Garcia, co-founder and COO of Apostle
- Tom Carew and Tom Mucklow-Norell, co-founders of Superco
Is Apostle part of Superco?
No. Apostle is an independent business. Superco is an investor, and the two teams work together where a brand needs both.
Do I need to use both agencies?
No. Superco and Apostle each work with brands on their own. Using both makes sense when you are changing your store and your CRM at the same time, or when CRM results are held back by the site.
Which platform does Apostle use?
Mainly Klaviyo, for email and SMS. It also works with loyalty, reviews, subscription and support tools that connect to Klaviyo.
Talk to Superco and Apostle
Tell us about your store and your CRM, and we will bring in the right people from both teams.
