Some parts of the Groundcover story have stayed exactly as they began - the bags are one of them.
The Early Days
Long before Groundcover became a household name for footwear, co-founder Justin was already exploring the versatility of leather. From a young age, he was carving designs into the hide, finding his rhythm in the craft.
In the early days of the business, he and Amanda focused on the essentials: rucksacks and satchels. These weren't just products; they were simple, practical pieces that became part of their own everyday work. At the markets, bags were a natural fit — easier to manage than a full range of shoe sizes and a logical extension of the leatherwork they were already perfecting.
A Meeting at Essenwood Road
In the early ’90s, while trading at the Essenwood Road Market, Justin and Amanda met James Jordan. Like them, James was a craftsman dedicated to the art of leather.
While many business connections fade over time, this one endured. As Groundcover grew and the demand for our footwear intensified, Justin reached out to James to bring him into the fold.
Two Factories, One Vision
Today, if you visit our farm in the Midlands, you’ll find a unique setup. About 200 metres from our main shoe factory sits a smaller workshop. This is James’s domain.
James moved up to the farm years ago, where a dedicated space was established for him to produce our bags. To this day, he works exclusively on Groundcover designs, ensuring that every handbag, purse, and travel bag carries the same DNA as those original market-day satchels.
A Constant in a Changing World
While our range has expanded to include everything from delicate wallets to robust travel luggage, the core of the process hasn't shifted.
"It’s a part of the story that hasn’t changed much - and we like it that way."
At Groundcover, we believe that some things are best left traditional. By keeping our production local and our partnerships personal, we ensure that every bag that leaves the farm isn't just a piece of luggage - it’s a piece of our history.