Assistant Store Manager- New London Boutique

Luxury womenswear

Salary: up to £50,000 plus bonus

About the Brand

The boutique belongs to an award-winning, family-owned fashion and lifestyle house celebrated globally for its romantic, vintage-inspired aesthetic. Known for its joyful fusion of nostalgia and modern femininity, the brand embraces an abundance of pink, prints, florals, ruffles, lace, and bows- creating an expressive world for romantics at heart and for anyone seeking to feel beautiful, confident, and effortlessly themselves.

Role Overview

The Assistant Store Manager will act as a key partner to the Retail UK Manager, supporting all aspects of store operations, team leadership, and brand expression. This individual will help build, motivate, and develop a high-performing boutique team while ensuring the store consistently reflects the brand’s romantic aesthetic and premium service ethos. They will play a crucial role in achieving sales targets, maintaining operational excellence, and fostering a warm, immersive environment for clients.

Key Responsibilities

Store Leadership & Team Development

• Support the Retail UK Manager in leading a cohesive, service-driven team that embodies the brand’s distinctive, dream-like identity.
• Assist in recruiting, onboarding, and training team members; provide continuous coaching to nurture talent and elevate performance.
• Lead by example on the shop floor, demonstrating exceptional service, styling confidence, and deep product knowledge.
• Oversee daily floor management, delegation, and team scheduling to ensure optimal coverage and productivity.

Client Experience & Brand Representation

• Deliver a consistently elevated client experience that reflects the brand’s whimsical, feminine world.
• Cultivate strong client relationships and help create a culture of personalised, memorable service.
• Ensure visual presentation and merchandising reflect seasonal narratives and brand standards at all times.

Commercial Performance

• Support the Retail UK Manager in achieving sales goals, KPIs, and overall store profitability.
• Monitor performance data, identify opportunities for improvement, and contribute to strategic planning.
• Oversee stock management, inventory accuracy, and loss-prevention measures.

Operations & Standards

• Uphold impeccable operational standards, ensuring excellence in back-of-house organisation, compliance, and health and safety.
• Assist with administrative tasks, reporting, and clear communication between the boutique and head-office teams.
• Contribute to the successful execution of all new store opening procedures and ongoing operational processes.

Candidate Profile

The ideal candidate is:

• A confident retail leader with experience in premium or luxury fashion environments.
• Passionate about creating emotional, memorable customer experiences and nurturing long-term client relationships.
• Highly organised, commercially minded, and comfortable supporting a fast-paced store opening.
• Skilled in team coaching, problem-solving, and maintaining exceptional operational standards.
• An ambassador for a romantic, vintage-inspired aesthetic with strong styling intuition and attention to detail.
• Collaborative, adaptable, and self-assured in acting as second-in-command to a senior retail leader.

• What This Role Offers

  
  

  This is a rare opportunity to help shape the opening and long-term success of a beautiful new London boutique for one of the most recognisable modern lifestyle houses. The Assistant Store Manager will play a pivotal role in creating an enchanting, service-driven environment—and in setting new benchmarks for retail excellence in the UK market.

  
  

  • Very Generous commission structure
  • Employee discount
  • Uniform allowance