Belfast, since 2021
Mystery sports shirts, done properly. Authentic kits, your filters, our curation, 350,000 shirts shipped to 134 countries, and the category didn't exist before we made it one.
See our open door›
The insight was simple. Left to choose, people buy the same three famous shirts, while the interesting stuff, the odd away kits and the forgotten seasons, sits unsold. Take the choice away, give them a filter instead, and suddenly the whole catalogue is in play.
That idea became Shirt in a Box in 2021, growing out of a one-man operation called Rory's Football Shirts. It is now a subscription business with a repeat customer base, its own warehouse and its own customer team.
We run our own warehouse in Belfast, our own pick-and-pack line and our own customer team, so no third party decides how your box arrives. On top of one-off orders sits a monthly, bi-monthly and quarterly subscription base, which is what turns a good product into a real business.
The UK and Ireland are home, and Ireland alone has taken over 15,000 orders. The United States is scaling fast behind them, Australia is already past 6,000 orders without a dedicated store, and New Zealand is on the same track.
As seen on
When your box turns up on a New York sports show, you know the idea travelled.
Ariel Helwani opening a Shirt in a Box on The AH Show.
What we're for
Our stated ambition is to be the number one mystery sports brand in the world, starting with the UK, Ireland, Australia, New Zealand and America. Everything from how we buy stock to how we hire is set against that, not against this quarter.
1MShirts donated by 2037, starting with 250 tops given away in 2026. Every shirt should end up on somebody's back, not in a bin.
Our commandments
Four commandments, set deliberately and used as the real standard for how people here are hired, backed and promoted.
01
Own the outcome, good or bad.
Take pride in the work. You get the freedom to run with things yourself, and a team behind you when you need it.
02
You should never dread a Monday.
Celebrate each other's wins and back each other through the rough patches. Get stuck in wherever you're needed, and the customer feels that too.
03
Get better in work and out of it.
One always feeds the other. Build confidence in your own abilities and grow personally while we chase shared goals.
04
This business never stands still.
New challenges, new environments, taken head on. Go beyond your defined role and make your mark across the whole company.
The team
Three departments, operations, growth and creative, running the whole operation out of one Belfast warehouse.
Leadership
Rory McLaughlan
Founder & CEO
Operations and customer support
Conor Walsh
Head of Operations
Ryan
Operations
Rob
Head of Customer Support
Leona
Customer Support
Growth
Alix Stewart-Blacker
Head of Ecommerce
Dermot McGuckin
Growth & Retention
Ross Freeman
B2B Sales
Creative
Connor Beattie
Lead Ad Creative
Isabella Barros De la Rosa
Creative
Erin Mullan
Head of Organic & Activations
Careers
Tell us which part of this business you'd run, whether that's operations, paid media, creative, retention or sales, and what you've done that proves it. If you're good, we'll make room. That's how most people here got in.
Small departments, clear numbers, and the authority to change how the work gets done. No layer between you and the decision.
Nine machines consolidated into one. Hundreds of thousands taken out of held stock. The packing line rebuilt around throughput. Process work is funded here, not squeezed in.
That's the plan, annually, and it's why roles here outgrow their job descriptions inside a year.
Open roles
One person to own everything that happens after a customer clicks buy: the help they get, and whether they stay subscribed. Built around AI, so we answer customers faster and keep them longer without growing the team.
The company runs on objectives that cascade to every department, so your targets are written down and visible. That clarity is exactly what makes the flexibility possible.
Belfast, in person, most of the time. Worth saying plainly so nobody applies expecting fully remote. The trade is a room where you can turn round and solve something in ten seconds.
Self improvement is one of the four commandments, and this is the version you can see: we read, and we argue about it. Getting better at the job is part of the job.
Tell us the function you'd take on. Every application gets a reply.
