Barrel was founded in New York in 2006 by Peter Kang and Sei-Wook Kim while they were still in college. What started as a two-person freelance operation has grown into a respected agency focused on brand strategy, e-commerce, and digital experience design.
The agency has carved out a strong niche in direct-to-consumer e-commerce, particularly on the Shopify Plus platform. Their clients include Hims, Sunday Lawn Care, Versed Skincare, and numerous venture-backed DTC brands. They handle everything from brand identity to Shopify theme development to conversion optimization.
Barrel’s team of about 60 people works from their New York headquarters. They’re organized into small, cross-functional teams that include strategists, designers, and developers. Each team manages a portfolio of client accounts, which builds deep institutional knowledge about each brand.
Their approach to e-commerce goes beyond just building pretty storefronts. They focus on the entire customer journey — from acquisition through retention — and optimize every touchpoint for conversion. Their Shopify expertise runs deep, and they’ve built custom themes and integrations that push the platform beyond its standard capabilities.
Kang writes openly about the challenges of running an agency through his blog and newsletter, which has attracted a loyal following among other agency owners. Barrel has been recognized by Clutch, Shopify Plus, and Awwwards for their design and development work.
