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Archetype
Premium Shopify themes for online stores.
Based in Toronto, ON.
Key facts
- Joined Tiny
- 2021held 5 years
- Founded by
- Carson Shold & Paul Pritchard
- Based in
- Toronto, ON
- Website
- archetypethemes.co
About Archetype
Archetype was founded in Toronto by Carson Shold and Paul Pritchard as a studio building premium Shopify themes. A Shopify store's theme is the first thing a customer sees and one of the last things most merchants want to think about, which is exactly the problem Archetype solves — themes that load fast, convert well, and look polished out of the box.
The studio built a reputation for engineering quality alongside design polish. Archetype themes power thousands of online stores in dozens of categories, from apparel to specialty goods, with a base of merchants who keep coming back for new releases and updates.
Tiny acquired Archetype in 2021 as part of its WeCommerce operating group, which consolidated several Shopify-ecosystem businesses under one umbrella. The team continues to operate from Toronto, ships new themes and updates, and supports the merchants running on the existing catalog.
Why Archetype fits Tiny
Premium Shopify themes are a category Tiny knows well. The unit economics are clean — buy once, install on a store, get long-term support. Customer relationships are sticky because switching themes mid-stream is painful for any merchant doing real volume.
Inside WeCommerce, Archetype operates alongside other Shopify-ecosystem businesses that share a customer base and a set of best practices. Tiny's role is long-term ownership; the studio continues to design and ship themes.