Groovy Garage

Groovy Garage

My journey as…

Head of E-commerce

and Creative Strategy

at Groovy Garage

  • Established in 2017 by Jack Tavener, Groovy Garage is a vintage & designer streetwear brand specialising in premium brands such as Stone Island, Prada and Burberry, and hyped labels from the likes of Supreme, Stussy and Palace.

    GG have three stores in Kettering, Nottingham, and Bath. They also sell via their website, groovygarage.co.uk and nationwide pop up shops.

  • I began my Groovy Garage journey as a part-time sales assistant in the Nottingham store, however, after a few months, I was promoted to Head of E-commerce and Creative Strategy and began working at the head office in Kettering alongside Jack. (I would like to highlight here that, yes, I live in Nottingham, and YES! I commute three hours everyday to Northamptonshire.!)

    Due to GG being a small, yet fast-growing, business, I’ve been able to wear a lot of different hats! But in summary, I’m responsible for the brand’s digital presence and creative direction.

    • E-commerce: web design, photographing & listing stock, cross-listing, inventory management.

    • Buying & merchandising: sourced and launched first womenswear range online and in stores, and hand-picked stock from suppliers.

    • Social Media & Marketing: content creation & editing, influencer partnerships, press, graphic design.

    • Events: Oxford Street pop up shop, Bath store opening party.

    • Consulting: reviewing analytics, trend forecasting, improving operational efficiency.

    • Leadership: responsible for hiring, training, and managing our retail team of up to 8 staff members.

Social Media Stats

Social media growth from the past six months

Over 300 pieces of content created and shared

+250K views on TikTok

+600K instagram views

GG Instagram
GG TikTok

The Highlights

  • Bath Store Opening

    I assisted the owner of Groovy Garage with the opening of his new store from start to finish. Together we sourced the stock, Perfected the visual merchandising and customer experience and successfully executed the launch event.

    Click to enter Groovy Garage Bath

  • Introducing Womenswear

    Despite Groovy Garage historically being an exclusively menswear brand, myself and Jack agreed that failing to expand into the womenswear market would be a missed opportunity. So, I sourced and curated our designer womenswear collections for all stores and groovygarage.co.uk.

    Click for womenswear styling

  • Influencer Partnerships

    During my time at GG, I’ve set up collaborations with influencers such as Antskicks (180.5k), Swagbloke (44.8k), Beth Shore (15.7k), Notts Happening (104k) and Mula Joans (117.3k). All of the content can be found on Groovy Garage’s Instagram and TikTok.

    Click to watch Antskicks' video

  • Oxford Street Pop up

    For one day only, Groovy Garage took over the busy Urban Outfitters flagship store in London, where 1500 customers enter every hour. Jack and I became friends years ago through a shared love of vintage and both hosting pop ups for our businesses in Urban so this was a super fun experience for us to share!

    Click for pop up BTS