Retailer in Focus - Goodies, Oxford.
Inside Oxford’s most thoughtful menswear store, and the couple quietly shaping its style.
Tucked inside Oxford’s historic Covered Market, Goodies is the kind of shop you feel lucky to find. Part studio, part showroom, part community hub, it’s a menswear and lifestyle store with soul — curated with purpose by husband-and-wife team Matt and Rachael. As Goodies celebrates its first year in business, we sat down with the couple to talk origins, community, slow fashion, and what it really takes to build something with your name on the door.
“We didn’t just want to open a shop — we wanted to build a space that felt like us, somewhere people could connect, discover, and come back to.”
The idea behind Goodies didn’t come out of nowhere. With backgrounds in art, design, and retail, Matt and Rachael had long talked about building a space of their own — not just to sell clothes, but to create something they could grow into.
“I’d worked in independent menswear for years,” says Matt. “We always said one day we’d have our own shop. After doing some styling work in London in early 2024, I made some key connections and started to believe it could actually happen.”
Rachael, who balances her work in the shop with a full-time job as a wedding and events planner, saw it as a natural evolution of their shared creative life. “It was always part of the plan,” she says. “We approached the store as an extension of our creative practice — a physical space that felt like a studio, not just a retail outlet.”
The name Goodies is light and playful, but don’t let it fool you — the curation here is razor-sharp. From the start, Matt and Rachael had a clear idea of what they wanted to offer: well-crafted basics, rare one-offs, and brands that put provenance and process at the forefront.
“We started with my dream wardrobe,” says Matt. “We knew we wanted great denim, ethical knitwear, exceptional t-shirts and sweats. Pieces that feel good, wear well, and tell a story.”
“We’re very particular,” Rachael adds. “We made a list of dream brands before we even opened — and when they said yes, we’d do a little happy dance. We’re still surprised by some of the people we now work with.”
Supporting small and independent makers has always been part of their ethos. “We’ve ended up being the first UK stockist for a few brands,” says Rachael. “That’s a real honour. I love spotlighting women-owned businesses and brands that are doing things intentionally.”
Goodies’ home inside the Covered Market in central Oxford wasn’t an accident. The 250-year-old space, steeped in character and filled with butchers, florists, cafés and craftspeople, offered more than footfall — it offered community.
“The location is perfect,” Matt says. “It’s right in the heart of the city, so you get a real mix of tourists and locals. But it’s the spirit of the market that really drew us in.”
Rachael agrees. “We’ve lived in Oxford for six years, and this made us feel properly part of the community. The other traders, the porters, the people popping in just to say hi — there’s a warmth here you can’t manufacture.”
That community response has been immediate and lasting. “It’s amazing to see returning customers,” says Matt. “People coming back for their favourite t-shirt, or for help choosing a wedding outfit. That kind of trust is everything.”
Goodies isn’t a store that pushes product. Instead, it invites discovery. The experience is personal, built on conversation and trust.
“Our approach is always honest,” says Matt. “If something doesn’t fit right, I’ll tell you. I want people to leave with something they love and feel great in.”
That connection runs deep. “People come in just to chat to Matt,” Rachael adds. “To show him what they’re wearing, to ask his opinion. It’s not just shopping — it’s a relationship.”
I bought my first pair from Dawson at their Denim Day in 2016
Inside the shop, the aesthetic is soft and thoughtful — with design cues from library interiors, school furniture, and subtle personal touches. “We’ve always had a Pendleton blanket in every home,” says Rachael. “So when the shop was taking shape, finding the right one for Goodies was non-negotiable. It’s those details that tie it all together.”
Even the seating is intentional. “I wanted a signature chair and stool to be part of our DNA,” she says. “A space where people can sit, pause, and stay a while.”
Music is another element that sets the tone in-store — a subtle but telling part of the experience. “It has to feel right,” says Matt. “Good vibes only.”
Their playlists are eclectic, reflecting their different tastes. “You can always tell who made the playlist,” Rachael laughs. “Matt’s are all upbeat energy — 70s disco and 90s indie. Mine are slower, more lyrical. Together, they’re a bit of everything.”
They even curated a playlist just for Dawson Denim — you can listen to it here .
Among the brands on the rails at Goodies is Dawson Denim — a label that’s long had a place in Matt’s own wardrobe.
“I bought my first pair from Dawson at their Denim Day in 2016,” he says. “It was the obvious choice when we opened. I’ve since added more pieces to my personal collection — their construction is unmatched.”
Rachael nods. “They embody everything we care about — quality, intention, longevity. And being a husband-and-wife team themselves, there’s a special connection there.”
Running a shop together has its challenges — but for Matt and Rachael, the shared sense of purpose overrides the stress.
“We still talk about the shop over cups of tea at home,” says Rachael. “But for Matt, it doesn’t feel like work — this is his passion.”
“Rach is the glue,” Matt says. “She softens the edges, brings structure, and has this amazing design sensibility. Her background in events means the business actually runs. I’d be lost without her.”
They complement each other in personality, too. “Matt loves talking to people and being the face of the shop,” says Rachael. “I’m more introverted — often in the background, or knitting in the corner chair. But watching him in his element is one of the great joys of my life.”
With their first year under their belt, Goodies is already looking ahead. The goal? Stay small, stay steady, and stay true.
“We want to grow sustainably,” Matt says. “New brands are joining — Working for SS25, Conkers for AW25 — plus we’re launching a new fragrance with Deya, and doing a couple of exclusive colourways with Aiguille backpacks.”
Events are also on the horizon. “Workshops, meet-the-makers, product launches,” says Rachael. “We want the store to be more than a shop — a space where people can come and hang out, learn something, discover something new.”
Visit Goodies in Oxford’s Covered Market to discover a store where every detail matters — and where every piece has a story worth telling.
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