RETAIL AREA MANAGER
Direct reports: Store Managers
Retail: Two London stores, Sydney and future Réalisation retail locations, with product and fit support for China retail
Role Purpose
Responsible for the day-to-day leadership, performance and profitability of Réalisation's global retail business.
The role leads retail operations, retail merchandising, store teams and store presentation and retail activation execution, ensuring stores deliver strong commercial performance, exceptional customer experience and operational excellence.
Working closely with the Director of Partnerships, the role executes retail strategy and identifies opportunities to improve sales, profitability, customer retention and store productivity across all locations.
The role will also ensure consistent retail and product standards across markets, overseeing product and fit training and providing overarching fit notes and guidance for new styles to China retail.
Key Responsibilities
- Accountable for Retail sales and operating profit performance against agreed budgets and targets across all stores.
- Lead Retail store teams, including direct management, coaching and development of Store Managers.
- Oversee all Réalisation retail locations, currently two London stores and Sydney, with responsibility extending to future stores as the retail footprint grows.
- Execute the Retail strategy and priorities set by the Director of Partnerships, ensuring effective delivery across all locations.
- Own day-to-day Retail performance, identifying and implementing initiatives to drive sales growth, profitability, customer retention, conversion, UPT and ATV.
- Conduct regular store visits, performance reviews and weekly check-ins with Store Managers to drive accountability and continuous improvement.
- Set clear store-level KPIs and work with Store Managers to develop action plans where performance is below target.
- Oversee store staffing, payroll and team productivity against agreed budgets, working with Store Managers to ensure appropriate staffing levels.
- Lead retail stock management across all locations, ensuring inventory supports customer demand and commercial objectives.
- Collaborate closely with Merchandising on regular inventory reporting, replenishment requests, stock insights and trading recommendations.
- Monitor product and stock performance and identify opportunities to improve Retail trading.
- Own the ongoing presentation and visual standards of all retail locations, ensuring each store consistently reflects the Réalisation brand.
- Oversee in-store visual merchandising and product placement, ensuring execution reflects agreed Creative and Merchandising direction.
- Oversee window presentation, floral arrangements and other decorative and environmental elements within stores.
- Ensure exceptional daily standards across store presentation, cleanliness, fitting rooms, lighting, music and overall customer environment.
- Conduct regular reviews of store presentation and visual merchandising and provide clear feedback and actions to Store Managers.
- Manage retail operations and processes, ensuring stores operate efficiently, consistently and in line with brand.
- Lead the development and continuous improvement of store procedures, training materials and operational processes.
- Oversee stock accuracy, stocktakes and shrinkage controls across stores.
- Support Click & Collect and other customer initiatives that support sales growth and customer accessibility.
- Lead store teams to implement Retail customer loyalty proposition and strategy defined by the Director.
- Manage pop-up events as they arise.
- Ensure all retail locations trade safely and legally, escalating any issues to the Director of Partnerships as necessary.
Product Knowledge & Fit
- Own retail product knowledge and fit training across all Réalisation stores.
- Ensure Store Managers and retail teams have clear knowledge of the fit, fabrication, sizing and key selling points of new styles.
- Prepare and oversee overarching fit notes and product guidance for new styles for China retail, ensuring consistent product knowledge across markets.
- Consolidate recurring customer feedback on fit, sizing, returns and product performance and communicate relevant insights to Product, Design and Merchandising.
- Ensure new product information and fit guidance is communicated to stores ahead of launches.
New Stores & International Retail
- Support the operational set-up and launch of new permanent stores and pop-ups as Réalisation's retail footprint grows.
- Lead operational opening readiness including staffing, training, stock, processes, store standards and team preparation.
- Ensure consistent retail standards across London, Sydney and future markets while recognising local trading and customer requirements.
- Share learnings and best practice between Store Managers and markets.
Lead Retail Reporting & Analysis
- Prepare weekly and monthly reports on Retail sales, profitability, budgets, stock performance and key trading insights.
- Monitor performance against sales and profit targets, identifying risks and opportunities.
- Analyse customer behaviour, store performance and product performance to support decision-making and future planning.
- Provide recommendations to improve Retail performance, customer experience and profitability, and implement as agreed.
- Provide regular store and customer insights to Merchandising and Product, including best/worst sellers, fit feedback, customer requests and market-specific trends.
Cross-Functional Collaboration
- Collaborate with Creative on in-store experience, visual standards, windows and key merchandising moments.
- Collaborate with Merchandising & store managers on stock availability, allocations, replenishment, product performance and trading priorities.
- Collaborate with Product and Design on relevant customer, product and fit feedback.
- Collaborate with Logistics and other cross-functional teams to support a seamless customer experience.
- Support business projects and initiatives that contribute to Retail performance and customer experience.
Requirements
- Based in London (on-store | instore/Office)
- Over 5 years experience
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