Pixel Union
- Company typePrivate
- Founded2009
- HeadquartersVictoria, Canada
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Pixel Union does
Pixel Union, founded in 2009 in Victoria, Canada and now operating as a fully remote team, is a premium Shopify theme developer that designs and sells custom themes for online retailers via its own website (pixelunion.net) and the Shopify Theme Store. The company offers six purpose-built theme families — Empire ($360), Atlantic ($300), Tailor ($360), Grid ($280), Editions ($120), and Startup ($100) — each delivered as a one-time perpetual license that includes multiple preset styles, free updates for the product's commercial lifespan, and bundled customer support. Themes are built on Shopify's Liquid templating language and ship with proprietary conversion-focused features such as advanced live search, product filtering and comparison, quick buy, shoppable images, mega menus, countdown timers, announcement sliders, collapsible tabs, and lookbook/styled merchandising layouts. Pixel Union distributes globally and serves a long tail of more than 700,000 Shopify merchants across verticals including apparel, large-catalog retail, lifestyle, home goods, and DTC single-product brands.
The company's business model combines direct one-time license sales with adjacent recurring touchpoints: the Theme Updater app, Uptime (store monitoring), Theme Sections (modular premium blocks installable in any Shopify theme), Theme Updater & Backups with Vault Backups, and a referral relationship with Storetasker for theme customization services typically priced at $75–$350 per project. Customer acquisition is product-led through the Shopify Theme Store and self-serve free trials, supplemented by content marketing via the "State of the Union" blog, organic social media across Facebook, Twitter, Pinterest, Instagram, and LinkedIn, and an affiliate program on Partnerstack. Corporate ownership places Pixel Union as the anchor portfolio company of WeCommerce, which acquired Out of the Sandbox in 2020, went public on the Toronto Venture Exchange that same year, and amalgamated with Tiny's group of companies in spring 2023 to form a combined entity approaching $1B market capitalization alongside Dribbble, MetaLab, and Flow.
Pixel Union firmographics
Firmographics- Name
- Pixel Union
- Legal name
- Pixel Union Design Ltd.
- Website
- https://pixelunion.net
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Pixel Union industry classification
Industry- Product category
- Shopify Themes
- SIC
- Retail-Miscellaneous Shopping Goods Stores (5940)
- akta.pro primary industry
- Construction, Home Improvement & Building Materials Marketplaces (CRAFABAO)
Keywords
Where Pixel Union is headquartered
LocationHeadquarters
- HQ city
- Victoria
- HQ country
- Canada
- HQ region
- North America
Offices3 records
Markets served
Pixel Union business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Premium Shopify Theme Sales: Pixel Union sells premium Shopify themes as one-time perpetual licenses. Each theme is priced individually ($100–$360 USD) and includes access to all preset styles within the theme family. Customers receive free theme updates and customer support for the commercial lifespan of the product.
- Theme Customization Services: Pixel Union offers customization services through partnerships with Shopify Experts via Storetasker. Most projects cost between $75–350 with upfront pricing. Over 2,000 Pixel Union customers have used Storetasker services since 2017.
- Affiliate Commission (Out of the Sandbox): Pixel Union operates an affiliate program for Out of the Sandbox themes (Turbo, Flex, Superstore) offering 15% commission for first 3 months, with reduced rates thereafter. Pixel Union and Out of the Sandbox share affiliate infrastructure.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Startup theme — $100 USD |
| One time/ perpetual license | Pay-as-you-go | Editions theme — $120 USD |
| One time/ perpetual license | Pay-as-you-go | Grid theme — $280 USD |
| One time/ perpetual license | Pay-as-you-go | Atlantic theme — $300 USD |
| One time/ perpetual license | Pay-as-you-go | Tailor theme — $360 USD |
| One time/ perpetual license | Pay-as-you-go | Empire theme — $360 USD |
| Unit Pricing | Pay-as-you-go | Theme Customization via Storetasker — $75–350+ USD |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
Pixel Union product offering
Product offeringCore offering
Pixel Union designs, develops, and sells premium Shopify themes (Empire, Atlantic, Tailor, Grid, Editions, and Startup) along with complementary apps such as Theme Updater and Uptime. The themes are built on Shopify's Liquid templating language and include advanced features like live search, product filtering, quick buy, product compare, shoppable images, and customizable merchandising tools for merchants of all sizes. The company also offers customization services via Storetasker.
Product overview
Pixel Union is a premium Shopify theme developer offering six distinct themes: Empire ($360, for large catalogs and high-volume sales), Atlantic ($300, for simplicity-focused merchants), Tailor ($360, for apparel and fashion brands), Grid ($280, for visual storytelling with masonry layouts), Editions ($120, for editorial and lifestyle brands), and Startup ($100, for single-product and DTC stores). Each theme includes multiple preset variations. The product portfolio is complemented by the Theme Updater App (automatic theme updates), Theme Sections (premium blocks installable in any Shopify theme), Theme Updater & Backups with Vault Backups (comprehensive theme and store data management), and Storetasker (expert customization services). Pixel Union is part of the Tiny/WeCommerce family alongside brands like Out of the Sandbox, Dribbble, and MetaLab.
Differentiator
Problem solved
Functional benefit
Brands
- Out of the Sandbox: A sister brand and partner company offering premium Shopify themes including Turbo, Flex, and Superstore, sold exclusively through their website.
Products and services
- Empire A premium Shopify theme built for merchants managing large catalogs and high-volume sales. Features advanced collection filtering, robust navigation, marketplace-inspired layout, live search, and promotional content tools. Includes preset styles Empire, Circuit, Depot, and Forma.
- Atlantic A clean and reliable Shopify theme built for merchants who value simplicity, performance, and ease of use. Designed for all catalog sizes with minimalist layout and intuitive navigation. Includes preset styles Atlantic, Plush, Cotton, Atrium, and Parfum.
- Tailor A modern Shopify theme designed for apparel brands and visually driven storytelling. Combines flexible layouts with strong visual merchandising tools, lookbooks, shoppable images, and styled imagery. Includes preset styles Tailor, Lycra, and Nylon.
- Grid A visually dynamic Shopify theme built for brands that rely on imagery, texture, and visual storytelling. Designed around a modular grid layout with masonry-style arrangements. Includes preset styles Grid, Flora, Knoll, and Ember.
- Editions A refined Shopify theme designed for brands that sell through story, curation, and visual clarity. Combines structured layouts with flexible content sections for editorial-style storefronts. Includes preset styles Editions and Opal.
- Startup A streamlined Shopify theme built for brands that want to launch quickly and sell with focus. Ideal for single-product stores or tightly curated catalogs with conversion-first layout. Includes preset styles Startup, Travel, Duvet, and Comfort.
- Theme Updater App A Shopify app that enables merchants to update Pixel Union themes automatically, preserving theme settings and providing diff checking for template file customizations.
- Uptime An automated store monitoring app that alerts Shopify merchants when their store goes down, helping prevent lost sales and maintain uptime.
- Storetasker Customization Services A service connecting merchants with verified Shopify Experts for quick theme tweaks and larger customizations. Most projects cost between $75-350 USD with upfront pricing. Over 2,000 Pixel Union customers have used Storetasker services since 2017.
Quantifiable outcome
- Trusted by 700,000+ Shopify merchants worldwide
- +2 more outcomes
Companies that use Pixel Union
Customer profileNamed customers21 records
Segments6 records
Ideal customer profiles6 records
Pixel Union technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature17 records
Pixel Union partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- ShopifycorePixel Union is a Shopify Partner, building themes exclusively for the Shopify platform. Themes are listed on the Shopify Theme Store and integrate deeply with Shopify's features, platform APIs, and infrastructure. Shopify handles payments and delivery for Theme Store purchases.
- Out of the SandboxcoreOut of the Sandbox joined forces with Pixel Union in 2020 to provide a broader range of themes and apps. They are sister brands under WeCommerce/Tiny, sharing affiliate infrastructure and cross-promoting each other's products. Out of the Sandbox sells Turbo, Flex, and Superstore themes exclusively through their own website.
- Dribbble, MetaLab, FlowminorPixel Union is part of the Tiny family alongside Dribbble (design community), MetaLab (design agency), and Flow (productivity software). They are sibling portfolio companies within Tiny's group, collaborating across the portfolio and Shopify partner ecosystem.
- StoretaskerminorStoretasker is a verified Shopify Expert network that Pixel Union partners with for customization services. Pixel Union refers merchants needing customizations to Storetasker, where they can work with verified Shopify Experts. Most projects cost $75–350 with upfront pricing. Over 2,000 Pixel Union customers have used Storetasker services since 2017.
- Partnerstack (Affiliate Network)minorPartnerstack is the affiliate platform used for Pixel Union's affiliate program (specifically for Out of the Sandbox themes). Affiliates apply through Partnerstack, earn commission on sales, and access marketing materials. 15% commission for first 3 months, with reduced rates thereafter.
- Shopify (platform for data processing)corePixel Union collects data on merchants' Shopify businesses directly and via Shopify's platform to deliver core functionality of their theme products. Shopify powers the online store and processes order information including payment, shipping, and customer data.
Scale indicators6 records
Recent moves8 records
Expansion highlights5 records
Pixel Union competitors and assessment
Company assessmentDirect peers
- Out of the Sandbox: Sister brand under the same WeCommerce/Tiny parent; sells premium Shopify themes (Turbo, Flex, Superstore, Parallax, Responsive) via its own storefront. Most directly comparable peer given shared ownership, shared affiliate infrastructure, and identical target merchant.
- Archetype Themes: Premium Shopify theme developer offering Impulse, Motion, Streamline, and Expanse themes; listed alongside Pixel Union's themes on its own website navigation. Directly comparable on product (Shopify premium themes) and customer (Shopify merchants seeking high-conversion designs).
- Clean Canvas: Premium Shopify theme studio offering Beautify, Symmetry, Enterprise, Mode, Alchemy, Showcase, Masonry, Expression, Boost, and Canopy themes. Cross-listed with Pixel Union on its site, competing in the same premium Shopify theme category.
- Maestrooo: Independent Shopify theme studio focused on design-forward, premium themes (e.g., Warehouse, Flavor). Competes head-to-head with Pixel Union for design-conscious merchants on the Shopify Theme Store.
- Booster Theme: Shopify theme developer targeting conversion-focused merchants with a different product philosophy (monthly subscription rather than perpetual license). Comparable as a direct competitor with a contrasting monetization model.
Broad incumbents
- Shopify: Owns the platform, Theme Store, and OS 2.0 architecture on which Pixel Union's themes run, and offers free first-party themes including Dawn. While not a direct seller of premium themes at scale, Shopify sets the competitive floor and controls Theme Store economics.
Emerging players
- ThemeForest (Envato): Online marketplace hosting thousands of third-party Shopify themes at lower price points. Comparable as an alternative discovery and purchase channel for merchants evaluating premium themes, though quality and support are more variable.
- Debutify: AI-enhanced Shopify theme provider targeting new and growing DTC merchants with free + freemium tiers. Comparable as a Shopify theme competitor with an AI-assisted customization angle that could pressure Pixel Union's premium positioning.
- Shogun Page Builder: Shopify-native drag-and-drop page builder enabling merchants to customize or build storefronts without premium themes. Comparable as an alternative approach to premium storefront design; not a theme itself but addresses the same merchant pain point.
- PageFly: Widely adopted Shopify page builder app used by merchants to construct custom landing and product pages. Adjacent competitor that, like Shogun, reduces merchant dependence on premium pre-built themes like Pixel Union's.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Pixel Union social profiles
Digital presencePixel Union financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pixel Union leadership team
Management profileNumber of profiles
Profiles1 record
Pixel Union subsidiaries and ownership
Company hierarchySubsidiaries1 record
Pixel Union funding detail
Funding detailFunding overview
Funding rounds2 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pixel Union M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Pixel Union
What does Pixel Union do?
Pixel Union designs, develops, and sells premium Shopify themes (Empire, Atlantic, Tailor, Grid, Editions, and Startup) along with complementary apps such as Theme Updater and Uptime. The themes are built on Shopify's Liquid templating language and include advanced features like live search, product filtering, quick buy, product compare, shoppable images, and customizable merchandising tools for merchants of all sizes. The company also offers customization services via Storetasker.
Is Pixel Union a public or private company?
Pixel Union is a private company. It is classified as corporate owned and is currently operating.
When was Pixel Union founded?
Pixel Union was founded in 2009. It employs 11 to 50 people.
Where is Pixel Union based?
Pixel Union is headquartered in Victoria, Canada, in the North America region.
How does Pixel Union make money?
Three revenue lines are on record. Premium Shopify Theme Sales are the primary driver. The others are theme Customization Services and affiliate Commission (Out of the Sandbox).
Who are Pixel Union's main competitors?
Direct peers on record are Out of the Sandbox, Archetype Themes, Clean Canvas, Maestrooo and Booster Theme. Shopify is listed as a broad incumbent. Emerging players are ThemeForest (Envato), Debutify, Shogun Page Builder and PageFly.
Does Pixel Union have an API?
No public API is recorded for Pixel Union.
What industry is Pixel Union in?
Pixel Union's product category is Shopify Themes. Its primary akta.pro industry code is CRAFABAO, Construction, Home Improvement & Building Materials Marketplaces. Its SIC code is 5940.