MOO renews Loomery partnership, expands Kosovo hub

MOO has renewed its strategic partnership with digital product agency Loomery, expanding its commitment to a nearshore engineering team based in Prishtina, Kosovo.

MOO has worked with Loomery since 2023. The renewal extends the relationship into a fourth year and expands the Kosovo team's role within MOO's product and technology organisation.

Nearshore engineering hubs have become a common option for UK-based technology teams seeking extra development capacity without relying entirely on offshore outsourcing. Loomery positions its Prishtina operation as a way for clients to add engineering resource that can work closely with UK leadership and fit existing delivery practices.

Tim Checkley, Co-Founder of Loomery, said the renewal reflected how the engagement has developed. "We're delighted to be continuing our work with MOO. This renewal reflects both the strength of our relationship and the depth of engineering capability we've built in Kosovo. The team has become a core part of how MOO delivers."

Embedded Delivery

Over the past six months, Loomery's engineers in Prishtina have embedded into MOO's product and technology teams, coordinating with MOO staff and Loomery's UK-based leadership.

The engineering work has focused on manufacturing operations. MOO produces printed products, including business cards and marketing materials, and runs digital services that link ordering, design, production, and fulfilment. Manufacturing software often involves complex workflows and systems integration, with reliability and throughput as key constraints.

MOO's Chief Product and Technology Officer, Claire Donald, described the impact of the embedded approach. "The speed and the quality of delivery surprised us - but what made the difference was how quickly the team embedded and started producing real outcomes," she said.

Donald also highlighted Loomery's leadership team's role in the integration. "Loomery's leadership team worked hard to ensure a seamless integration of the Prishtina team. Their reassurances meant we could move fast without slowing the wider organisation down. Within weeks, the team was unblocking operational issues and helping us scale in a very real way," she said.

Kosovo Hub

Loomery set up its Kosovo nearshore hub as part of a delivery model that combines local engineering teams with UK-based product, design, and delivery leadership. It says the Prishtina team operates to the same internal standards as its other delivery teams.

Nearshore locations in south-eastern Europe have drawn interest from UK firms in recent years. Talent pools, time zone alignment, and travel distance often factor into location choices. For some companies, nearshoring also provides an alternative to building permanent UK headcount during periods of fluctuating demand.

Loomery describes its model as one in which engineers integrate with client teams rather than operating as a separate outsourced function. This can reduce handover delays and tighten feedback loops during development, while placing more emphasis on shared planning and day-to-day collaboration.

The renewal suggests MOO expects the arrangement to remain part of its delivery structure as it addresses operational and manufacturing priorities. Commercial terms and team size were not disclosed.

The Prishtina team will continue working alongside MOO's product and technology organisation as the partnership enters its next phase.