• by Fern Siegel , July 8, 2025

Former Huge executives have launched a new design agency — Shophouse — catering to brands, digital development and marketing.

First clients include Tapestry brands Coach and Kate Spade, as well as Procter & Gamble’s premium skincare brand SK-II. Shophouse said its pilot efforts for Coast, digital marketing and site design, helps augment a 15% FY Q3 2025 sales growth.

The founders’ new roles: Martin Riley is CEO, Michelle Douglas, founding partner, strategy and Hugh Connelly, founding partner, creative.

Built on a remote freelance model, the new entity will assemble experienced creatives, specialists and strategists best-suited for each project.

"We started Shophouse because we saw firsthand the limitations of traditional agency models," said Riley. "Clients today need agile, high-caliber creativity delivered at pace. Our model enables faster delivery of work that truly helps brands grow. We’re excited to officially introduce Shophouse as that agency, designed from day one to deliver big, breakthrough ideas and fix broken experiences.”

Connelly added: "Creativity is bigger than a campaign idea with a beautiful aesthetic; it’s about crafting experiences that profoundly connect brands with their customers. We embrace what we call ‘21st century storytelling,’ prioritizing meaningful, human-centric brand narratives across every consumer touchpoint, seamlessly integrating digital and physical experiences to elevate brands and drive further consumer engagement.” 

The Shophouse name was inspired by the original meeting place of the three founders: a shophouse on Ann Siang Road in Singapore.