Assistant Store Manager - Retail in London

DeMellier is opening its first‑ever physical store on Sloane Square in September 2026, marking a major milestone for the brand. We are seeking an exceptional Assistant Manager to play a key role in this flagship launch and help shape the future of our in‑store experience from day one. As Assistant Manager, you will support the delivery of an exceptional in‑store experience through strong operational standards, team collaboration, and a client‑focused approach. Working closely with the Store Manager, you will help ensure the smooth day‑to‑day running of the boutique, contributing to commercial performance, team leadership, and operational excellence while maintaining the elevated standards of the brand.

Responsibilities

• Operations and Planning
  • Take ownership of the store’s operational rhythm, including rotas, scheduling, stock planning, event logistics, and day‑to‑day task coordination across the team.
  • Establish and maintain clear, reliable systems to ensure responsibilities are tracked and completed, supporting the Store Manager, the team, and a consistent client experience.
  • Plan with structure and awareness, anticipating upcoming needs to ensure the store is prepared and resourced in advance.
  • Manage the weekly rota across early and late shifts, seven days a week, ensuring appropriate coverage and balanced allocation of roles.
  • Support the Store Manager during the pre‑opening phase, helping to ensure the team is trained, operations are in place, and standards are clearly established ahead of the store opening on 1 September 2026.
• Commercial Performance
  • Track and review daily commercial KPIs, including conversion, average transaction value, units per transaction, CRM capture rate, and hourly performance.
  • Deliver structured shift briefings, ensuring the team is aligned on performance data, key priorities, and daily targets, with clear context to support execution.
  • Identify trading risks and opportunities through data analysis and escalate insights to the Store Manager with a clear point of view and recommended actions.
  • Support the Store Manager in driving commercial growth through clienteling initiatives, in‑store events, and enhancement of the client experience.
  • Hold shared accountability for store performance with the Store Manager, acting as a commercial partner when they are present and maintaining continuity of commercial oversight in their absence.
• Client Experience and CRM
  • Deliver an elevated client experience, balancing operational excellence with a strong presence on the shop floor.
  • Act as an ambassador for CRM best practices, recognising client relationships as a key commercial asset and leading by example across the team.
  • Support the conversion of the brand’s online client base into meaningful in‑store relationships through a structured founding client programme, ensuring every interaction, follow‑up, and visit is captured effectively.
  • Ensure the team confidently delivers the welcome ceremony, communicates the brand story, and adapts the client experience with a personalised approach.
  • Partner with the Store Manager to support the VIP clienteling programme, ensuring appointments, follow‑ups, and ongoing client engagement are managed to the highest standard.
• Team and People
  • Acts as a key point of support within the team, assisting Sales Advisers with client or product queries.
  • Supports Stock Controllers with operational needs and ensures the Store Manager has confidence that the floor is well supported and running smoothly.
  • Supports the Store Manager in onboarding and developing the team, ensuring clear understanding of brand values, service standards, and ways of working at DeMellier.
  • Maintains store standards on the floor in the absence of the Store Manager by leading by example and supporting the team in consistent ways of working.
• Events
  • Lead event logistics from planning to execution, coordinating the team, managing timelines, and ensuring brand standards are met.
  • Support the delivery of the commercial objectives for each event while maintaining a seamless client experience.
  • Ensure all events are used as CRM opportunities, with accurate client capture, relevant notes, and completed follow‑up actions.

Requirements

• Proven ability to deputise for the Store Manager, maintaining commercial, operational, and cultural standards independently.
• Assistant store Manager level experience in accessible luxury, premium, or contemporary fashion.
• Strong retail operations experience, including rota management, event coordination, and system implementation.
• Commercial understanding of key KPIs: conversion, average transaction value, units per transaction.
• Experience using CRM as a commercial tool, with consistent clienteling practice.
• Keyholder responsibility, including store opening, closing, and adherence to standards.
• Experience supporting onboarding and development of junior team members.

Benefits

• Annual Leave package increases the longer you stay with us.
• Enhanced company maternity policy.
• Employee Discount: 50 % off Stock and up to 90 % off Seasonal Sample Sales.
• Seasonal bag allowance.
• Free gift DeMellier bag on successful probation.