How Harry Harvey Grew Garage Style From a Side Hustle to 250 Celebrity Floors in the UK

When Harry Harvey started Garage Style, it was a side hustle. He was working at Mercedes and doing the odd floor here and there.

“It’s snowballed and the brand’s grown and it’s now nearly 10 years,” he says. “We used to do maybe one job a week and now we do three or four installs a day.”

He admits he rarely stops to look back. “Every time we get to a certain level, we want to get to the next level,” he says.

Learning social media by doing it

Social media has been central to Garage Style from the start, even though Harry says he had no idea how to do it at first.

“I was just posting every day, tweaking it, working out what worked,” he says. Over nine years, the team worked out what gets attention. Now, he says, people know the company for its content and its collaborations.

Other business owners kept asking for help. So when Garage Style built its showroom, the spare boardroom became a classroom. The company now runs one small coaching group a month, of up to six people, showing them exactly what it does every day.

How 250 celebrities found a flooring company

Garage Style has done floors for more than 250 celebrities, including footballers and music artists. People always ask how they got those clients.

Harry says it was not outreach. About seven or eight years ago, when the company had maybe 5,000 followers, the founder of a well known car wrapping business with a big online presence asked them to do his floor.

“As soon as we did that job, more celebrities reached out and it kind of snowballed from there,” he says.

He also corrects a common assumption. “A lot of people think it always has to be free of charge, but most of the time they are paid jobs,” he says. “We’re just doing a good job, getting on well with the clients and they’re then getting behind us and promoting us.”

When one of those projects goes live, inquiries spike.

69 million views, and the wrong audience

Harry’s most viewed reel on Instagram reached 69 million views. It showed the team ripping a tile out of a garage after a big football team lost.

It was a huge hit. It was not a lead machine.

“It didn’t drive leads because it’s the wrong crowd of people that are watching it,” he says. “So it’s all about creating content that relates with the right sort of audience.”

Some of Garage Style’s quieter videos bring in far more messages and quotes. “It’s always a balancing act of the stuff that we know is gonna go viral and the stuff that we know is gonna drive the right leads,” he says.

Too busy to post? Post anyway

Harry often hears contractors say they are too busy to make content. Garage Style keeps posting even when the diary is full.

He points to his own market as the reason. Competitors in modular flooring had been promoting themselves the old fashioned way long before Garage Style arrived. “When we came around, we really disrupted that industry through social media,” he says.

His advice for building a brand is just as direct. Do not wait for perfect content. Post as much as possible and learn as you go. And be consistent.

“A lot of people post for a week and say, I didn’t get any leads, it doesn’t work for me,” he says. “We post every day, Christmas Day, no days off, and that’s what makes the difference.”

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“We post every day, Christmas Day, no days off, and that’s what makes the difference.”

Bringing epoxy to the UK

Garage Style’s core product is modular floor tiles, which it manufactures in house. About a year before this interview, the company trained up and started installing epoxy as well.

Harry sees it as the next wave in the UK. Ten years ago, modular flooring was big in the US and almost nobody did it in Britain. He thinks resin is following the same path.

He also sees a real gap between the two markets today. “I think people are a lot more willing to spend the money in the US,” he says. Talking with an American installer who was coating a liquor store, he realized there was no shop like that in England that would pay for an epoxy floor. “But I do also think that wave is coming to the UK,” he says.

Keeping quality consistent

Garage Style’s early advice was not to go in cheap, because you need margin to fix mistakes. Harry says the company had epoxy jobs go wrong at the start, “like everyone else,” and always put them right.

Now two trained installers lead the epoxy work, both from the same training, with experienced people brought in on big jobs. The showroom helps too. Its podcast studio and bathrooms have resin floors, so the team can practice with the products before working for paying customers.

Growth, and staying in your lane

Harry says Garage Style has grown its revenue every year since it started. The trait behind that, he says, is innovation.

“A good friend of ours says if you don’t innovate, you will evaporate,” he says.

The best advice he has received balances that out: stay in your lane. Garage Style adds products that belong in a garage, such as doors, storage cabinets and lighting, but tries not to wander beyond that.

And after nearly ten years building a company brand, he is now building his own, with a personal Instagram page and a podcast.

“Anything founder led, showing behind the scenes and showing what really goes on, I think that’s powerful and something everyone should be taking seriously,” he says.