A letter from the founder
I built Garrio to help more brands reach the outcome I saw up close.
Hi, I'm Will. I spent 12 years scaling a brand to a billion-dollar sale. Here's what that taught me about how stores actually scale.
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Install on ShopifyI was lucky enough to join a brand as one of its first employees. When I started, we were shipping out of a one-room office. Twelve years later, we'd grown from a handful of customers into a billion-dollar sale.
Along the way, we invested around $100 million in customer experience—learning, the expensive way, what actually turns first-time buyers into customers for life. The lesson wasn't “be nice to people.” It was something more specific about how a store earns the right to grow.
12
Years scaling a brand
$100M
Invested in customer experience
$1B+
Company built
3
Years with Shopify
Here's what actually let us scale:
Customers buy again when they trust the promise.
You pay to win a customer once. After that, the whole game is whether they believe you'll do what you said—ship what they ordered, stand behind it, make it right when something goes wrong. Brands that keep that promise turn buyers into repeat customers and word-of-mouth. Brands that break it spend forever re-buying the same customers.
Trust is won in the moment a customer needs help.
Loyalty isn't earned from the people who already love you. It's earned from the ones who are unsure or frustrated right now—the “where's my order,” the “does this fit,” the “this arrived broken.”
Answer them fast, accurately, and at the moment they reach out, and you keep them. Make them wait until you have time, and you lose them—along with the money you spent acquiring them.
A store only scales when it can absorb volume without the founder.
For most small teams, no one owns the customer's experience. You're building product, running ads, packing orders—and every exception still routes back to you. That works at small volume and quietly caps your growth as you scale.
The brands that break through build a way to handle the everyday volume on their own—so the business absorbs more customers without adding headcount, and the founder is left holding only the exceptions that truly need them.
I built Garrio because most Shopify owners can't spend twelve years and $100 million learning this. They shouldn't have to. The outcome I watched a billion-dollar brand reach shouldn't belong only to companies with that kind of budget.
For the past three years, we've been proving it works with real stores—fashion, technology, and food & beverage brands doing $2 million to $50 million and beyond. We've seen what breaks when you scale, what actually matters, and what's just noise.
Garrio is everything I learned, built into your store: it answers your customers the moment they need help, keeps the promise that earns the next order, and absorbs the everyday volume so you only handle the exceptions that need you. AI plus people, working the way a billion-dollar brand learned to.
The goal isn't a smarter chatbot. It's a store that scales—where customers trust the promise and you stop being the bottleneck.
The fastest way to see it is to put it on your store. And if you'd rather talk it through with me first—whether it's the right fit, how it'd work for your business—I'm happy to. Just talk to Will.
Will
Will Deines, Founder
P.S. — If you're curious about the journey—from a one-room office to a billion-dollar sale, and what it really takes for a brand to scale—I'm happy to share stories. Just ask when we talk.
Start where it counts: on your store.
Install Garrio on Shopify and start earning customer trust at the moment it matters. Want to make sure it's the right fit for your store first? Talk to Will.
A real conversation with the founder, not a sales pitch.