ChatGPT answers, unedited

For a growing beauty brand on Shopify with subscriptions, I would not hire a general web design shop. You want an agency that understands DTC retention economics: subscriptions, Recharge/Skio or similar platforms, bundles, replenishment flows, Klaviyo/SMS, CRO, PDP testing, and beauty-category merchandising.

My shortlist in Chicago:

1. Praella — my top pick

www.shopify.comwww.wayoutinc.com

Best fit: A beauty brand doing meaningful revenue (roughly $1M+ GMV) that wants to scale.

Why I’d put them first:

• Shopify Plus specialization
• Experience with beauty/personal-care style brands (their portfolio includes beauty-related work such as Hynt Beauty and fragrance/beauty projects) praella.com
• Stronger technical depth for subscriptions, integrations, custom apps, and growth optimization than many local design agencies www.shopify.comwww.wayoutinc.com
• Chicago presence (their office is downtown, not West Loop/River North specifically) www.shopify.compraella.com

I’d hire them if: your goal is “build a premium Shopify machine,” not just refresh the storefront.

2. WayOut — best if you need hands-on Shopify engineering

praella.comwww.wayoutinc.com

Best fit: A brand that already has traction and needs:

• custom Shopify theme work
• subscription/bundle functionality
• performance improvements
• conversion optimization

They specifically position around Shopify development, subscriptions, bundling, upsells, and DTC builds. praella.comwww.wayoutinc.com

I’d hire them if: your current Shopify store is technically limiting growth.

3. Ethercycle — best Shopify specialist / CRO mindset

Best fit: A founder-led beauty brand that wants a Shopify expert rather than a big agency process.

Strengths:

• Shopify-first focus
• independent brand/ecommerce orientation
• optimization and ongoing improvements

I’d hire them if: you value speed, senior expertise, and a tighter relationship.

4. Design In Chicago — best local West Loop creative partner

Best fit: If your biggest need is:

• luxury beauty branding
• creative direction
• site design
• content/brand experience

They are actually in the West Loop area and offer Shopify/ecommerce work.

Caution: I would pair a creative agency like this with a Shopify retention specialist if subscriptions are core to your model.

River North / West Loop recommendation

If I were the founder of a growing beauty subscription brand, my hiring order would be:

1. Praella → scaling partner, Shopify Plus, beauty credibility
2. WayOut → technical Shopify growth partner
3. Ethercycle → Shopify specialist for optimization
4. Design In Chicago → brand/creative layer

For the first call, I would ask each agency:

1. “Show me 3 subscription brands you’ve grown after launch.”
2. “What percentage of revenue came from subscriptions before and after your work?”
3. “Which subscription stack do you recommend for beauty: Recharge, Skio, Loop, native Shopify subscriptions, or something else?”
4. “Who will actually work on my account — senior strategist or junior PM?”
5. “What experiments would you run in the first 90 days?”

For a beauty brand specifically, I’d lean Praella or WayOut over a purely creative West Loop agency. www.shopify.comwww.wayoutinc.com

• Praella - eCommerce Agency - 203 N LaSalle St Suite 2100, Chicago, IL 60601, United States
• Ethercycle - 4905 Old Orchard Shopping Ctr, Skokie, IL 60077, United States
• Sixth City Marketing - 620 N La Salle Dr Ste 415, Chicago, IL 60654, United States
• Design In Chicago - 159 N Sangamon St Suite 200, Chicago, IL 60607, United States
• Shopified Labs - 675 Alpha Dr Ste E, Highland Heights, OH 44143, United States
• Allevi8 Marketing - 6127 S University Ave Ste 110K, Chicago, IL 60653, United States
• 1DIGITAL AGENCY | eCommerce Agency - 205 N Michigan Ave Suit 810, Chicago, IL 60601, United States
• WPrime Agency - 222 W Merchandise Mart Plaza #1212, Chicago, IL 60654, United States
• Chicago Website Design SEO Company - 10 S Riverside Plaza #875, Chicago, IL 60606, United States
• 1o8 - 231 S LaSalle St Suite 2100, Chicago, IL 60604, United States
• Brand Vision Marketing - Web Design & Branding - 30 N Michigan Ave #504, Chicago, IL 60602, United States
• Ethercycle - 3 S Prospect Ave, Ste 12, Park Ridge, IL 60068
• NEWMEDIA.COM - 444 W Lake St Ste 1700, Chicago, IL 60606, United States
• Millennial Web Development - 329 W 18th St Ste 413, Chicago, IL 60616, United States

For a growing beauty brand on Shopify with subscriptions, I’d prioritize agencies that understand retention economics (Recharge/Skio, bundles, replenishment, LTV, Klaviyo/SMS, CRO) rather than just “Shopify website design.” In Chicago, my shortlist would be:

1. My top pick: Praella - eCommerce Agency — best fit for beauty + subscription scale

DirectionsWebsite[Call](tel:+1 312-761-3218)

Location: downtown Chicago (near the Loop, not West Loop/River North)

Why I’d put them first:

• They are deeply Shopify/Shopify Plus focused and have experience with subscription-oriented ecommerce stacks. Praella Recharge
• Their portfolio includes beauty-related brands and consumer products, including Hynt Beauty and other DTC brands.
• They appear better suited for a brand that is past the “make me a pretty Shopify theme” stage and needs lifecycle growth, integrations, and scaling.

Hire them if: you’re doing meaningful revenue already, have repeat purchase behavior, and need a strategic Shopify partner.

2. Strong technical option: Ethercycle — Shopify specialist for DTC operators

DirectionsWebsite[Call](tel:+1 877-384-3740)

Location: Chicago area (Skokie/Park Ridge area)

Why consider them:

• Very Shopify-centric rather than a general marketing agency.
• Good fit for founders who want a hands-on ecommerce operator mindset: conversion optimization, migrations, store improvements, ongoing iteration.

Hire them if: your store works but needs better conversion, subscription flows, merchandising, and operational improvements.

3. River North-area option: Sixth City Marketing — more growth-marketing oriented

DirectionsWebsite[Call](tel:+1 312-872-7726)

Location: River North, Chicago

Why consider them:

• Local River North presence.
• Broader digital marketing capabilities alongside ecommerce.

Hire them if: your bottleneck is acquisition (paid media, SEO, content, demand generation) more than Shopify architecture.

4. West Loop option: Design In Chicago — design/brand experience leaning

DirectionsWebsite[Call](tel:+1 312-535-3088)

Location: West Loop, Chicago

Why consider them:

• Local West Loop shop.
• Better fit if your priority is brand expression, UX, creative, and storefront polish.

Hire them if: you’re repositioning the brand and need a luxury beauty feel more than deep subscription engineering.

My ranking for a growing beauty subscription brand

1. Praella — best overall Shopify + beauty/subscription fit
2. Ethercycle — best Shopify operator/optimization partner
3. Sixth City — best if marketing growth is the primary issue
4. Design In Chicago — best for brand-forward redesign work

Before signing, I’d ask any agency these five questions:

1. “How many Shopify brands have you built using Recharge, Skio, or another subscription platform?”
2. “Show me a beauty/skincare brand where you improved repeat purchase rate or subscription retention.”
3. “Who owns CRO after launch?”
4. “How do you structure testing on PDPs, bundles, quizzes, and replenishment flows?”
5. “Will I have a senior Shopify strategist involved weekly, or mostly developers?”

For a beauty subscription company, I would probably take meetings with Praella + Ethercycle first and choose based on who can talk fluently about subscriber LTV, churn reduction, and retention—not just the homepage design. Praella

For a growing beauty brand on Shopify with subscriptions, I would not hire a generic web agency. You want a partner that understands:

• Recharge / subscription architecture (retention, churn reduction, skips, swaps, bundles)
• Klaviyo + lifecycle marketing
• beauty-specific merchandising (shade finders, routines, quizzes, replenishment)
• CRO and AOV growth
• Shopify Plus readiness if you are scaling

In Chicago, these are the firms I would shortlist:

1. Praella — my first call for a scaling beauty brand

Praella
Praella - eCommerce Agency
Web
Address: 203 N LaSalle St Suite 2100, Chicago, IL 60601, United States
Phone: +1 312-761-3218

Why I’d consider them:
Praella is one of the more Shopify Plus-focused Chicago agencies, with experience in UX, conversion optimization, integrations, migrations, and custom ecommerce builds. Their portfolio includes beauty-related work (including Hynt Beauty and Billie Eilish Fragrances). www.shopify.com

Best fit:

• $2M–$50M+ DTC brands
• Replatforming or redesigning an existing Shopify store
• Subscription + retention optimization
• Brands that need strategy, design, and engineering together

Location: Downtown Chicago (near the Loop, not West Loop/River North). www.shopify.com

My take: If you want a serious Shopify partner rather than a freelancer-style shop, this is where I would start.

2. WayOut — strong technical Shopify option

www.wayoutinc.combyradiant.com

Why they stand out:
WayOut specifically highlights subscription, bundling, upsell engineering, Shopify development, and conversion optimization. www.wayoutinc.combyradiant.com

Best fit:

• You already have brand/design direction
• You need Shopify expertise
• You want better subscriptions, speed, UX, apps, integrations

My take: A good choice if your biggest pain is “our Shopify store works, but it is not converting or scaling.”

3. Uncap — strong operational Shopify partner

Uncap
Uncap
Web
Address: 8770 W Bryn Mawr Ave #1300, Chicago, IL 60631, United States
Phone: +1 312-469-0944

Why they stand out:
Uncap is Chicago-based and focused on Shopify/Shopify Plus, migrations, integrations, and ecommerce systems. www.uncap.com

Best fit:

• Inventory complexity
• Wholesale + DTC
• Growing operations team
• Shopify Plus migration

My take: Less “beauty brand creative studio,” more “make the ecommerce machine run.”

4. Ethercycle — good boutique Shopify specialist

Ethercycle
Ethercycle
Web
Address: 4905 Old Orchard Shopping Ctr, Skokie, IL 60077, United States
Phone: +1 877-384-3740

Why consider them:
They are Shopify-focused and work with independent brands on store design, development, optimization, and ongoing ecommerce improvements.

Best fit:

• Founder-led brands
• Smaller but ambitious teams
• Want a Shopify specialist rather than a large agency

Who I would hire by stage

Radiant and Swanky are examples of agencies positioning specifically around beauty/cosmetics Shopify work and subscription/replenishment experiences. byradiant.com

My shortlist for your exact brief

If I were hiring for a growing beauty subscription brand in Chicago, I’d interview:

1. Praella — strategic Shopify Plus partner
2. WayOut — conversion + subscription engineering
3. Ethercycle — boutique Shopify expertise

I’d ask each agency for:

• 3 subscription beauty references
• Recharge/Skio experience
• retention improvements they drove (not just site launches)
• who exactly will be on your account
• examples of increasing repeat purchase rate, not only conversion rate

I would avoid choosing purely based on being in West Loop or River North—the stronger Shopify talent in Chicago is somewhat distributed. The portfolio fit matters more than the neighborhood.

If subscription + beauty + Shopify are the core requirements, I’d shortlist Praella first, then a couple of more specialized alternatives. I’d prioritize subscription architecture and retention experience over simply being physically in West Loop/River North.

My pick: Praella - eCommerce Agency

Praella - eCommerce Agency
Web
Address: 203 N LaSalle St Suite 2100, Chicago, IL 60601, United States
Phone: +1 312-761-3218

Why I’d hire them: Praella is Chicago-based, a Shopify Platinum Partner, and specifically lists subscription expertise through Recharge. Recharge’s partner directory gives Praella its Core Subscription Management and Bundles certifications, and identifies Shopify/Shopify Plus as its platforms. partners.getrecharge.comwww.shopify.com

They also have relevant beauty/CPG work—the Shopify partner directory highlights Billie Eilish Fragrances, while Praella's own portfolio includes beauty-oriented brands such as Fenty Beauty and Hynt Beauty. www.shopify.com

Location: 203 N LaSalle St, so they're downtown rather than literally West Loop/River North. That's close enough that I wouldn't let neighborhood determine the decision.

Best for: a growing brand that needs a serious Shopify Plus build/rebuild plus subscription infrastructure, CRO, integrations, and ongoing optimization.

Two others I'd interview

1. Elevate Studios: A Digital Design Firm — beauty/brand-heavy option

This is interesting if the brand experience itself is a major priority. Their positioning is heavily oriented toward premium beauty, fashion and DTC, with Shopify Plus experience and relationships with major beauty brands.

I'd ask them specifically to demonstrate recent subscription/replenishment work before putting them ahead of Praella.

2. Shop Techs — beauty + subscription specialist

They have unusually relevant examples: Krave Beauty work, Gladskin, and a subscription-box builder. Their published Chicago beauty portfolio also reports improvements including a 45% AOV increase for Krave Beauty. shoptechs.com

The tradeoff is that I'd investigate their Shopify Plus depth and the size/seniority of the team that would actually work on your account.

One I'd not choose just because it's local

There are plenty of West Loop/River North agencies that can build Shopify sites, but for your brief I'd avoid choosing a generalist creative agency simply because it has a nicer office location. Subscription lifecycle mechanics—skip, swap, pause, churn prevention, bundles, prepaid subscriptions, customer portal UX, Recharge/Skio integration and LTV measurement—are where the agency's experience really matters.

For example, Tribe's published specialization is explicitly DTC + Shopify Plus + Subscription, with beauty/wellness experience and both Recharge and Skio partnerships. tribe.studio It's worth interviewing, although its published location isn't Chicago.

How I'd rank them for your situation

If I were spending your money, I'd take Praella and Shop Techs into a 30–45 minute chemistry/scoping call, and ask both to walk through one comparable beauty subscription build—not a generic Shopify case study. Specifically ask: What would you change about our subscription PDP, offer structure, retention flows, and tech stack in the first 90 days?

That answer will tell you much more than their pitch deck.

For a growing beauty brand on Shopify with a meaningful subscription component, I’d put Praella at the top of the Chicago shortlist—but I’d also talk to Power Commerce if subscriptions/retention are the central technical challenge.

My shortlist

1. Praella — best overall

• Chicago-based, at 203 N LaSalle St.
• Shopify Plus Platinum Partner with a 5.0 rating in Shopify's directory.
• Full-service: UX, conversion optimization, integrations, custom development and ongoing growth.
• Particularly relevant beauty proof: Shopify's directory lists Billie Eilish Fragrances and other consumer brands among its work. www.shopify.com
• Why I'd hire them: strongest combination of Shopify sophistication, beauty/consumer-brand experience, and ability to handle a growing brand rather than just build a pretty storefront.

Praella's Shopify partner profile

2. Power Commerce — best if subscription architecture is the #1 issue

• Chicago-based Shopify-focused agency.
• Their published Shopify portfolio is unusually relevant to subscriptions: they cite migrations involving 75,000+ subscribers, Recharge implementations, subscription-management portals, upsells and churn reduction. They also specifically list Tula Skincare as a Shopify Plus migration. www.shopify.com
• Why I'd interview them: that's much closer to the operational complexity of a scaling subscription beauty business than generic Shopify development.

Power Commerce's Shopify partner profile

3. Contara — interesting boutique option

• Chicago-based Shopify Plus Partner focused on high-growth CPG.
• Explicitly lists Health & Beauty and has several subscription-specific case studies, including custom subscription strategy, retention optimization and subscription migrations. www.shopify.com
• Why I'd consider them: potentially a better fit if you're looking for a smaller, more hands-on team rather than a larger agency.

Contara's Shopify partner profile

West Loop vs. River North

I wouldn't make the neighborhood the deciding factor. Praella is downtown rather than West Loop/River North, while the strongest subscription-specific candidates aren't necessarily headquartered in those exact neighborhoods.

If being physically close to your team is important, I'd look at the West Loop option Design In Chicago at 159 N Sangamon. It's genuinely in West Loop and does Shopify/ecommerce, but based on the evidence I found, I'd choose Praella or Power Commerce for your particular subscription-heavy brief rather than selecting an agency primarily because of its address.

Who I'd hire

My ranking for your situation:

I'd invite all three to pitch the same problem and make them show you how they'd improve subscription conversion, churn, LTV, bundles/upsells, replenishment, and the Shopify customer account experience—not just redesign your homepage.

One important hiring question: ask each agency to identify the subscription platform they'd use (e.g. Recharge, Skio, etc.), why, and exactly what they've migrated or scaled at comparable subscriber volumes. That will separate genuine subscription specialists from agencies that merely know Shopify.

Shopify Partner Directory 

If Shopify + subscriptions + beauty/DTC growth are the priorities, I’d put Praella at the top of the Chicago shortlist—even though its office is technically in the Loop rather than West Loop/River North. It’s much more aligned to your needs than a generic local web agency.

My shortlist

1. Praella — best overall fit

• Chicago office: 203 N LaSalle St, so very close to both neighborhoods.
• Shopify Plus/Platinum Partner with substantial Shopify experience.
• Explicit experience with subscriptions, Recharge, complex integrations and custom ecommerce. www.shopify.com
• Beauty relevance is unusually strong: its Shopify portfolio includes Hynt Beauty and Billie Eilish Fragrances. www.shopify.com
• I'd hire them if you're already at meaningful scale and need a partner who can handle site UX + subscription architecture + integrations + ongoing optimization, rather than just redesigning a theme.

2. Fresh Design Studio — best if brand/creative matters heavily

• Chicago presence at Merchandise Mart, essentially River North.
• Focuses on growth-stage companies and Shopify ecommerce, combining design, development and performance marketing. netalico.com
• I'd consider them if your biggest challenge is turning a strong beauty brand into a much better-converting digital experience.
• The evidence I found for deep subscription specialization is weaker than Praella's, so I'd make them prove that capability in the pitch.

3. Tribe DTC — best specialist benchmark, but not local

• This is the one I'd interview even if you ultimately insist on Chicago.
• Tribe explicitly specializes in subscription-first Shopify, is a Recharge Premier Partner and Skio Partner, and specifically names beauty and wellness among its subscription clients. www.shopify.comtribe.studio
• That's exactly the combination I'd want for a beauty brand where recurring revenue, churn, swaps/skips, LTV and retention are central—not merely Shopify development.

What I'd do

I'd invite Praella + Tribe DTC + one River North/West Loop creative agency to pitch.

The key is not to ask “Can you build Shopify?” Ask them to show you:

1. 3 beauty/subscription brands they've actually scaled
2. Subscriber growth and churn/LTV improvements, not just prettier websites
3. Their experience with Recharge vs. Skio vs. Shopify Subscriptions
4. How they'd structure subscribe-and-save, product swaps, skips, bundles and cancellation flows
5. How they'll integrate Klaviyo, loyalty, reviews, customer service and analytics
6. Who will actually be on your account—not the senior person who sells you and a junior team that delivers

Recharge itself specifically highlights subscription capabilities such as product swaps, custom bundles and retention flows as important for beauty/personal-care brands. getrecharge.com

My pick: Praella if you want a serious Chicago-based Shopify partner. My wildcard: Tribe DTC if subscription revenue is the single most important part of the engagement.

If you tell me roughly annual ecommerce revenue, number of SKUs, current Shopify/Shopify Plus status, and whether you're already using Recharge/Skio, I can narrow this to the 2 agencies I'd actually interview and give you a recommended RFP scorecard.

For a growing beauty brand on Shopify with a meaningful subscription component, I’d shortlist these three—and I’d put Praella first.

1. Praella - eCommerce Agency — my first call

Praella - eCommerce Agency
Web
Address: 203 N LaSalle St Suite 2100, Chicago, IL 60601, United States
Phone: +1 312-761-3218
Chicago / Loop, just south of River North

Praella is a particularly strong fit because it combines Shopify Plus, beauty, subscriptions, retention, and custom integrations. Shopify lists it as a Platinum Partner, with beauty brands including Billie Eilish Fragrances and Hynt Beauty in its portfolio. Praella also explicitly describes its work as spanning Shopify, Recharge, lifecycle revenue optimization, CRO and custom development. www.shopify.com

Why I'd hire them: If you're past the "make the Shopify site prettier" stage and need the agency to improve subscription conversion, LTV, retention and the underlying commerce stack, they're the most compelling local option.

Praella

2. Newthink — best if brand/beauty is the priority

Newthink is another agency I'd interview. Its portfolio includes LYS Beauty, Lawless Beauty, Moon Juice, Shani Darden and Ellis Brooklyn, and it works with Shopify Plus plus tools such as Klaviyo, Loop and Rebuy. www.newthink.com

This is attractive if your challenge is premium beauty brand experience + conversion + Shopify, rather than primarily complex subscription engineering.

Newthink

3. Commence Studio — interesting challenger

Commence has especially relevant beauty work: its Sorella case study involved Shopify Plus with wholesale, DTC and subscription unified, with reported improvements in add-to-carts and first-time purchases. It also offers ongoing CRO/lifecycle work. commence.studio

I'd include them if you want a smaller, more hands-on brand/commerce partner rather than a larger Shopify agency.

Commence Studio

Who I'd actually interview

One caveat: I wouldn't choose an agency just because it's physically in West Loop or River North. The strongest evidence I found points to Praella as the local specialist; the business listing puts its Chicago office at 203 N LaSalle St, while its Shopify profile identifies Chicago as its primary location. www.shopify.com

If this were my brand, I'd start with Praella, then put Newthink and Commence into the pitch. I'd make all three answer the same five questions: What subscription platform would you use (Recharge/Skio/etc.)? How would you reduce churn? Show me 2–3 beauty/subscription case studies with numbers. Who will actually be on my account? And what would you change in our first 90 days?

If you tell me roughly annual revenue, Shopify vs. Shopify Plus, subscription % of revenue, and whether you use Recharge/Skio, I can narrow this to the one I'd hire and give you a suggested RFP/pitch scorecard.

If I were hiring for a growing beauty brand on Shopify with a meaningful subscription component, I’d put Praella at the top of the Chicago shortlist.

My shortlist

1. Praella — best overall fit

Praella is Chicago-headquartered and is a Shopify Platinum Partner with specific subscription credentials. Recharge lists Praella as a Premier Partner with certifications in core subscription management and subscription bundles, and its client/portfolio experience includes beauty and DTC brands. partners.getrecharge.com

What makes it particularly attractive for you:

• Shopify Plus expertise
• Recharge subscription implementation
• UX/CRO + custom development, rather than just paid media
• Beauty/DTC experience
• Local Chicago team
• Capable of staying on as an optimization partner after the initial build

Its Chicago office is at 203 N LaSalle, so it's technically Loop rather than West Loop/River North—but very close to both. Praella

Praella's website

2. Tribe — strongest subscription specialist to interview

Tribe is worth a serious conversation if subscription retention/LTV is the core problem, rather than simply needing a Shopify redesign. It specifically positions itself around subscription-first Shopify commerce and is both a Recharge Premier Partner and Skio Partner, with stated experience in beauty and wellness. tribe.studio

I'd ask them to show you 2–3 beauty subscription accounts and specifically discuss:

• churn reduction
• skip/swap flows
• failed-payment recovery
• subscription attach rate
• LTV by cohort

Tribe's subscription ecommerce practice

3. Elevate Studios — interesting if brand/design is equally important

Elevate Studios is Chicago-based and has a stronger premium beauty/fashion/DTC design orientation than many Shopify implementation shops. It has experience with Shopify Plus and beauty brands, including L'Oréal-related work.

I'd favor them if your biggest challenge is making the brand feel significantly more premium while improving conversion, rather than a deeply technical subscription rebuild.

West Loop vs. River North

I wouldn't make neighborhood the deciding factor. The strongest subscription-specific candidate I found isn't actually in either neighborhood.

If you want someone you can meet frequently in person, Praella is the one I'd interview first. For a growing beauty company, the combination of Shopify Plus + Recharge + CRO + beauty/DTC experience is unusually well aligned. partners.getrecharge.com

Who I'd hire

My ranking would be:

One important point: I wouldn't hire an agency merely because it says it "does Shopify." Subscription commerce is materially different from ordinary DTC ecommerce—your agency needs to understand subscriber lifecycle, churn, skips/swaps, failed payments, replenishment cadence and LTV, not just make a prettier PDP. Recharge's beauty case studies illustrate how much the subscription UX itself can affect subscriber growth and churn. getrecharge.com

If you give me your approximate annual revenue, current Shopify/Shopify Plus status, subscription platform (Recharge/Skio/Loop/etc.), and whether you need a redesign or ongoing growth partner, I can narrow this to the one I'd actually hire and what I'd expect them to charge.

If I were hiring for a growing beauty brand on Shopify with a meaningful subscription business, I’d prioritize subscription/retention expertise over simply having a Chicago office.

My shortlist

1. Praella — my top pick overall

Praella is the strongest fit I found. It’s Chicago-headquartered and deeply focused on Shopify Plus, with explicit Recharge/subscription expertise. Recharge lists Praella as a Premier partner with certifications in Core Subscription Management and Subscription Bundles. Its portfolio also includes beauty brands such as Fenty Beauty and Hynt Beauty. partners.getrecharge.com

Why I'd hire them: they appear capable of handling the whole problem—not just redesigning the storefront, but improving conversion, retention, subscription mechanics, and the underlying Shopify/Recharge stack.

One caveat: their listed Chicago office is 203 N LaSalle, so technically Loop rather than West Loop/River North.

Praella

2. Ethercycle — best if you want a Shopify specialist rather than a big agency

Ethercycle is Chicagoland-based and unusually Shopify-focused. It has Shopify Plus experience and has worked on ongoing optimization, email automation, customer profiling and subscription-related ecommerce problems.

I'd consider them if your brand already has a solid identity/site and needs a senior Shopify operator to improve the machine rather than a huge rebrand/build.

They aren't in either neighborhood—their listed office is in Skokie/Park Ridge—so this is a capability-over-location recommendation.

3. Netalico — worth interviewing if River North presence matters

Netalico specifically describes its Chicago operation as having a River North design team and positions itself around Shopify Plus ecommerce, design and development. netalico.com

I'd put them behind Praella for your particular brief because I found stronger evidence for Praella's beauty + subscription combination. But if you want a team you can meet conveniently in River North, Netalico deserves a conversation.

Netalico Chicago Shopify Plus

The one I'd actually call first

Praella. The combination of:

• Shopify Plus specialization
• Chicago presence
• beauty-brand experience
• Recharge/subscription certifications
• retention/lifecycle focus
• experience with larger DTC brands

is unusually close to your brief. partners.getrecharge.com

I would not choose an agency simply because its address says West Loop or River North. For a subscription beauty business, I'd want the agency to demonstrate that it has actually improved subscriber LTV, churn, subscription conversion, AOV and retention, not just built attractive Shopify sites.

One important alternative: if you're open to a non-Chicago agency, Swanky is exceptionally relevant to the actual business problem: it explicitly specializes in beauty/cosmetics on Shopify Plus and custom subscription solutions, with case studies involving subscription beauty brands. swankyagency.com

If you tell me roughly whether you're doing <$1M, $1–5M, or $5M+ annual revenue, I can narrow this to the 2 agencies I'd interview and what I'd ask each one.

If the priority is a growing beauty brand + Shopify + subscriptions, I’d hire Praella—even though its Chicago office is in the Loop rather than West Loop/River North.

My shortlist

1. Praella — best overall fit

Praella is the strongest match I found. It’s a Shopify Plus Platinum Partner, has a Chicago office, and—importantly for you—is a Recharge Premier partner with Core Subscription Management certifications. Its Shopify profile also lists beauty work, including Billie Eilish Fragrances and Hynt Beauty. www.shopify.com

That combination matters: you're not just looking for someone who can make a pretty Shopify site; you need someone who understands subscription UX, retention, migrations/integrations, CRO and beauty merchandising.

Verdict: I'd put Praella at the top of the RFP.

2. Fresh Design Studio — if being in River North matters

They're in the Merchandise Mart/River North area and do Shopify/ecommerce, branding and performance marketing.

The downside is that I don't see the same level of public evidence around subscription-specific Shopify expertise as Praella. I'd only put them ahead if face-to-face availability and creative/brand work are especially important.

3. Design In Chicago — best West Loop option

They're actually in the West Loop at 159 N Sangamon and offer Shopify development, ecommerce, branding, UX and digital marketing.

I'd consider them if your main problem is brand experience + storefront redesign + conversion, but I'd make them prove their subscription chops before hiring them.

One wildcard worth interviewing

Power Commerce is particularly interesting for your use case. Its Chicago office is in the Merchandise Mart, and there's a documented Vegamour engagement where it cleaned up Shopify product structures, integrated Shopify with Recharge, and built a subscription-management dashboard. The reported result was a 30% increase in subscription retention. shopexperts.com

That's unusually relevant experience for a beauty subscription brand.

Who I'd hire

My move: invite Praella + Power Commerce + one West Loop shop to pitch the same brief. Make them show you a proposed subscription journey—not just their portfolio.

I'd specifically ask each agency to demonstrate how they'd improve subscription conversion, skip/swap/cancel flows, replenishment reminders, LTV, churn, bundles, post-purchase upsells and Recharge/Shopify integration. That will separate the true subscription specialists from ordinary Shopify design agencies.

Praella
Power Commerce 

If subscription + beauty + Shopify are the non-negotiables, I’d put Praella at the top of the list—even though its office is in the Loop rather than literally West Loop/River North.

My shortlist

1. Praella — best overall fit

Praella is the one I’d interview first. It’s a Shopify Plus Platinum Partner with a Chicago office, and its subscription credentials are unusually relevant: Recharge lists Praella as a Premier partner with certifications for core subscription management and subscription bundles. Its Shopify portfolio also includes beauty/fragrance work such as Billie Eilish Fragrances. www.shopify.com

Why I'd choose them: you're not just hiring someone to make a pretty Shopify site. For a growing beauty brand, I'd want an agency that understands subscription UX, retention, bundles, CRO, integrations and Shopify Plus simultaneously.

Location: 203 N LaSalle St., so very convenient from River North/West Loop, but not actually in either neighborhood.

2. Netalico — strong technical alternative

Netalico positions itself as a full-service Shopify Plus agency serving Chicago and specifically describes a River North design team. It looks particularly strong if your growth problem is becoming technically complicated—integrations, replatforming, performance, large catalogs, etc. netalico.com

I'd put them ahead of Praella if your subscription business has a lot of operational complexity rather than primarily needing brand/CRO expertise.

3. Design In Chicago — best actual West Loop location, but I'd rank it below the two above

Design In Chicago is actually in the West Loop at 159 N Sangamon and does Shopify development, branding, UX and marketing.

The catch: I don't see the same strong public evidence of subscription-commerce specialization that I see with Praella. For a beauty brand where subscriptions are central to the economics, that's a meaningful distinction.

Who I'd hire

My order would be:

1. Praella — best combination of Shopify Plus + beauty + subscriptions
2. Netalico — best if technical scale/integrations are the priority
3. Design In Chicago — best if being physically in West Loop and having a more generalist creative partner matters most

One other agency is worth knowing about: Swanky has particularly deep beauty/cosmetics subscription experience and explicitly cites custom subscription work for beauty brands, including Bouclème and Wilkinson Sword. But it isn't a West Loop/River North local shop, so I'd only consider it if neighborhood proximity is secondary. swankyagency.com

If this were my brand, I'd take three calls: Praella, Netalico, and one West Loop creative shop—and make all three show me a subscription beauty case study, their proposed Shopify/Recharge-or-Skio architecture, and the person who will actually run the account. That will separate the real specialists from generic Shopify agencies very quickly.

For a growing beauty brand on Shopify with a subscription model, I would prioritize agencies that understand retention economics (subscriptions, replenishment flows, bundles, AOV, LTV), not just storefront design. In Chicago, I’d shortlist these:

1. Praella — my first call

Praella - eCommerce Agency
Web
Address: 203 N LaSalle St Suite 2100, Chicago, IL 60601, United States
Phone: +1 312-761-3218
Best fit: Beauty/CPG brand scaling toward Shopify Plus

Why I’d put them at the top:

• Shopify Plus specialist with a Chicago office. www.shopify.com
• Experience with complex ecommerce builds, integrations, CRO, and retention-oriented stacks. www.shopify.com
• Their portfolio includes beauty-related work (including Hynt Beauty referenced in Shopify partner materials). www.shopify.com

Ask them specifically:

• “Who on your team has built Recharge/Skio subscription programs?”
• “Can you show me a beauty brand where you improved repeat purchase rate?”
• “How do you approach PDP conversion for skincare/cosmetics?”

My take: If you are doing meaningful revenue and want a long-term Shopify partner, this is probably where I’d start.

2. Ethercycle — strong Shopify-native choice

Ethercycle
Web
Address: 4905 Old Orchard Shopping Ctr, Skokie, IL 60077, United States
Phone: +1 877-384-3740
Best fit: Founder-led DTC brand that needs conversion optimization + Shopify expertise

They are a Shopify-focused ecommerce consultancy in the Chicago area, with experience around Shopify builds, migrations, and ongoing optimization.

Good if you need:

• Better subscription conversion
• Theme improvements
• CRO testing
• A partner who understands Shopify deeply

Less ideal if you need a huge enterprise team or major brand overhaul.

3. Design In Chicago — West Loop option for brand + commerce

Design In Chicago
Web
Address: 159 N Sangamon St Suite 200, Chicago, IL 60607, United States
Phone: +1 312-535-3088
Best fit: Beauty brand where visual identity and premium experience matter

They are located in West Loop and work across branding, design, ecommerce, and Shopify development.

Good if your challenge is:

• “Our site doesn’t feel premium enough”
• Packaging/brand story needs to translate online
• You need stronger creative direction

I would pair them with a Shopify retention specialist if subscriptions are your biggest growth lever.

4. Zora Digital — River North growth/marketing angle

Zora Digital
Web
Address: WeWork, 20 W Kinzie St 17th Floor, Chicago, IL 60654, United States
Phone: +1 872-216-9672
Best fit: You already have a decent Shopify store and need acquisition + growth

They are based in River North and focus on digital strategy and marketing.

I’d consider them more for:

• Paid acquisition
• Growth strategy
• Digital marketing support

rather than as the primary Shopify build partner.

Who I would hire by stage

For a beauty subscription brand, my shortlist would be Praella + Ethercycle, with Design In Chicago as the creative alternative.

Before signing anyone, I’d ask each agency for:

1. A live example of a subscription beauty funnel they built.
2. Their recommended subscription platform (Recharge, Skio, Loop, etc.) and why.
3. Their first 90-day optimization roadmap after launch.
4. Who will actually work on your account (not just who sells the project).

For a growing beauty brand on Shopify with a meaningful subscription business, I’d shortlist these three—but Praella would be my first call.

1. Best overall: Praella

Praella - eCommerce Agency
Web
Address: 203 N LaSalle St Suite 2100, Chicago, IL 60601, United States
Phone: +1 312-761-3218
203 N LaSalle St — downtown, just south of River North

Praella is the strongest combination of Shopify Plus + beauty + complex ecommerce I found. Shopify lists them as a Platinum Partner, and their portfolio includes Billie Eilish Fragrances and Hynt Beauty, plus Shopify Plus migrations and ongoing management. www.shopify.com

They also have the technical depth I'd want if subscriptions are strategically important rather than just an add-on—integrations, custom applications, automation, CRO, and ongoing optimization are all part of their offering. www.shopify.com

My take: If you're at the stage where the agency needs to help you build the commerce infrastructure for the next phase of growth, hire Praella.

2. Best smaller/more design-led option: The Chicago Web Co

Chicago Website Design SEO Company
Web
Address: 10 S Riverside Plaza #875, Chicago, IL 60606, United States
Phone: +1 312-448-8310
They're not actually in West Loop/River North—their listed address is on South Michigan—but they're worth considering because their Shopify portfolio is unusually relevant.

They've done Mielle Organics on Shopify Plus, including subscription setup and app integrations, and their portfolio includes other subscription-commerce work. Shopify lists them as a Chicago partner with a 4.9/5 rating from 50 reviews and health & beauty experience. www.shopify.com

My take: I'd choose them if your priority is brand expression + UX + conversion and you're not dealing with extremely complicated backend integrations.

3. Best if you're very growth/retention focused: Ideally This

Ideally This is a Chicago-based Shopify Plus partner focused more on commerce strategy, CRO, analytics and growth than being a giant implementation shop. Shopify specifically lists health & beauty among its industries. www.shopify.com

My take: Interesting choice if you already have a solid Shopify store and need someone to figure out subscription conversion, retention, LTV, merchandising and growth, rather than rebuild everything.

What I'd do

One important distinction: I wouldn't optimize too heavily for literally having an office inside West Loop or River North. For this particular brief, subscription architecture, Recharge/Skio integration, retention, Shopify Plus expertise, and demonstrated beauty work matter much more than the neighborhood on the business card.

If you tell me roughly annual revenue (e.g. <$5M, $5–20M, $20M+) and whether you're already on Shopify Plus + Recharge/Skio, I can narrow this to the one agency I'd hire and what I'd ask them in the first pitch meeting.

If subscription ecommerce + beauty + Shopify are the priorities, I’d put Praella at the top of the list—even though its Chicago office is technically in the Loop rather than West Loop/River North. It’s a much stronger fit for your business model than choosing purely on neighborhood.

My shortlist

1. Praella — my first call

• Chicago office: 203 N LaSalle, so very close to River North.
• Shopify Plus specialist and Platinum Shopify Partner. www.shopify.com
• Particularly compelling for you because Recharge lists Praella as a Premier partner with Core Subscription Management and Subscription Bundles certifications. partners.getrecharge.com
• Their portfolio includes beauty work such as Hynt Beauty and Billie Eilish Fragrances, alongside subscription-heavy brands. www.shopify.com
• Best if you need more than a pretty Shopify site: subscription architecture, retention, personalization, integrations and ongoing optimization.

Verdict: Hire Praella if subscription/retention economics are central to the growth plan.

Praella

2. Design In Chicago — West Loop option

• Actually in the West Loop, at 159 N Sangamon.
• Shopify development plus branding, UX, email automation, paid media and creative production.
• More attractive if the brand needs a creative/brand refresh plus ecommerce rather than deep subscription engineering.
• I'd ask specifically for two recent Shopify subscription case studies before hiring them.

Design In Chicago

3. Sixth City Marketing — River North

• Office at 620 N LaSalle in River North.
• Stronger on performance marketing, CRO, SEO and paid acquisition than on sophisticated Shopify/subscription architecture.
• I'd consider them as a growth-marketing partner, but not my first choice for rebuilding the core subscription experience.

One wildcard worth considering

ShopX Commerce has unusually relevant beauty evidence: its Shopify work includes a skincare company, with reported improvements in conversion rate, AOV, cart abandonment and site performance. clutch.co I'd put them on the pitch list if you want a smaller, more hands-on shop.

Who I'd hire

For a growing beauty brand with meaningful subscription revenue, my ranking would be:

Praella → ShopX Commerce → Design In Chicago → Sixth City

I would not let the West Loop/River North requirement eliminate Praella. The subscription-specific Recharge credentials plus beauty/Shopify Plus experience are more important than being a few blocks closer.

When you interview them, make them show you one live subscription funnel they built, including the PDP → subscription selection → checkout → customer portal → skip/pause/cancel → win-back flow. Also ask what they would target for subscriber LTV, churn, subscription conversion rate and AOV. That will separate a true subscription-commerce agency from a conventional Shopify design shop.