Join the GenieLab Community
Receive regular updates and inspiration to help your business stay ahead of the game.
Need Assistance?
Contact US today It’s free – Click HERE.You may also like...
Top Providers of Ongoing Support for Mixed-Model Stores
Keep B2B and B2C experiences stable and scalable by choosing the right ongoing support provider for your mixed-model ...
Guide to Local Shopify Development for Miami Businesses
Miami businesses can elevate Shopify stores with local development, enabling professional theme customization, faster...
Best Custom eCommerce Website Development Agencies
Find a partner who boosts conversions, reduces checkout friction, and supports growth—use this guide to evaluate top ...
Best Shopify Themes for Clothing Brands: Fashion-Forward Picks for 2025
Key Highlights Discover the 10 best Shopify themes handpicked for the competitive clothing industry, carefully selec...
Why TheGenieLab: Our eCommerce Platform Expertise and Track Record
Key Highlights TheGenieLab offers expert development on leading eCommerce platforms, including Shopify, BigCommerce...
Building an Online Store from Scratch: What a Professional Agency Delivers
Key Highlights Building your online store with expert help ensures your ecommerce platform is set up for success fr...
TheGenieLab’s Miami Expansion and New CEO: Building Momentum in eCommerce
Introduction: A New Era for TheGenieLab
The US team: Debbie, Andy, Fredy & Chase — combining deep eCommerce, leadership, and integration expertise.
Growth accelerates when vision meets timing, and today marks a pivotal moment for TheGenieLab (formerly PHP Genie) as we announce our expansion into the USA with a new Miami office and the appointment of our new CEO, Fredy Dellis. This expansion strengthens our North American presence and underscores our commitment to delivering expert eCommerce development and integration services to a broader client base.
New Miami Office: A Launchpad for Expansion
Our new office, located within the Wynwood incubator campus The Lab, opens a path to collaborate with American businesses and tap into the thriving US eCommerce market.
Team Expansion: Strengthening Our Workforce
Our team of developers in Miami, Florida—led by company co‐founder Andrew Cargill—enables a higher level of service for clients. With support across time zones, we’re closer to around‐the‐clock development, accelerating delivery and improving communication.
Debbie: With over a decade in eCommerce and project management, she leads cross‐functional delivery and tracks market trends. Chase: A dynamic integrations developer, he optimizes processes and elevates user experience for seamless client delivery. Andrew Cargill (Co‐Founder): He aligns our engineering roadmap with client expectations and market demand. Fredy Dellis (CEO): He champions operational excellence and strategic growth to enhance services and spark innovation.
CEO Insights: Vision for the Future
We’re also delighted to welcome our new CEO, Fredy Dellis, who will oversee business operations and guide strategy as we scale. Fredy joins as a second investor alongside Alfred Gooding OBE LLB. A graduate of Harvard Business School now based in Miami, Fredy previously served as President International at Hertz and Burger King, and as CEO of Europcar.
Fredy said:
“It is an exciting challenge to lead the international expansion of this young and successful Welsh tech company and bring my experience to the two co-founders and the team to help drive the business on to the next level.”
Company History: From PHP Genie to TheGenieLab
We were founded in 2011 by Andrew Cargill and Daniel Lewis, two graduates who met at the University of South Wales while studying animation and graphics respectively. From student bedrooms to client boardrooms, Andrew and Daniel carved out a niche creating eCommerce shops, API integrations, and software solutions for brands in South Wales and across the UK.
As we grew, we partnered with renowned Welsh entrepreneur Alfred Gooding OBE LLB, who provided invaluable support as company chairman and investor. Today, we work with organizations worldwide, delivering scalable solutions that align technology with business outcomes.
Future Outlook: What Lies Ahead
With Miami as our hub, we’ll deepen platform capabilities, strengthen 24‐hour coverage, and broaden collaboration within The Lab community. Our focus remains on building reliable eCommerce experiences and growing a team that supports clients across North America and worldwide.
Daniel said:
“We were always inspired by the technology startup dream, and it is incredibly exciting that the company’s journey continues. We have a great team and great clients, and we’re proud to continue representing Wales as we expand into the North American ecommerce market.”
In Summary
The Miami office anchors our expansion, CEO Fredy Dellis brings seasoned leadership, and our history shapes a future focused on quality delivery and client success. If you’re interested in partnering with our team or exploring a project, we welcome the conversation.
Related reading:
- Genie X-Files Part 4 – Fredy Dellis
- TheGenieLab Earns Recognition at BritWeek Miami 2015
- Sales Star Debbie Hopkins Drives Growth and Results
- Farewell to Andrew Cargill
