Assistant Store Manager

We are looking for a commercially driven and people-focused Assistant Store Manager to support the overall leadership and performance of our store. As the Store Manager’s key partner and deputy, you will help lead the store as a complete business, with responsibility across commercial performance, customer experience, people development, product, operations and compliance. In the Store Manager’s absence, you will take full responsibility for the day-to-day leadership and decision-making of the store.

Key Responsibilities:

• Partner with the Store Manager to deliver sales, profitability and overall store performance targets.
• Analyse sales, customer, product and operational performance and translate insights into clear commercial actions.
• Review trade throughout the day and adapt team deployment, selling strategies and product priorities to maximise conversion, UPT, AUP and sell-through.
• Anticipate changes in customer demand, seasonality, local events and trading patterns and ensure the store is prepared to maximise commercial opportunities.
• Oversee the full product cycle, including deliveries, launches, replenishment, product rotation, markdowns and stock management.
• Lead and develop Department Managers across Stockroom & Operations, People, Staffing & Training, and Commercial & Visual Merchandising.
• Set clear expectations, coach managers and build accountability for performance, standards and execution.
• Create a strong customer-first selling culture and ensure consistently high service standards across all customer touchpoints.
• Support recruitment, onboarding, training, performance management, succession planning and internal development.
• Support workforce planning, scheduling and payroll management to ensure effective staffing and productivity.
• Maintain strong operational standards across opening and closing procedures, cash handling, stockroom operations, inventory control and loss prevention.
• Ensure the store consistently meets required visual merchandising, brand, Health & Safety and compliance standards.
• Act as Store Manager when required and make timely commercial, operational and people decisions in the best interests of the business.

What We’re Looking For:

• Strong leadership experience within fashion or high-volume retail.
• Proven commercial judgement and confidence interpreting retail performance data.
• Strong understanding of sales, product cycles, inventory management and store profitability.
• Experience leading, coaching and developing managers and retail teams.
• Ability to translate business targets into effective commercial and operational actions.
• Strong customer service and selling capability.
• Good understanding of workforce planning, payroll and productivity.
• Strong organisational, communication and decision-making skills.
• Confidence managing performance and holding teams accountable.
• Strong awareness of fashion, products, customers and competitors.
• Ability to remain calm, commercially focused and decisive in a fast-paced retail environment.
• This role is ideal for an experienced retail leader who is ready to take broader ownership of a store business and develop towards a future Store Manager position.

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