Assistant Store Manager

New Store opening- Luxury fashion & lifestyle brand

Assistant Store Manager – Chelsea, London

Up to £40,000 plus bonus

An innovative luxury apparel brand is seeking an experienced Assistant Store Manager to join its flagship boutique in Chelsea, London.

Known for challenging traditional approaches to fashion and consumption, the brand creates beautifully considered garments designed to be adapted, personalised and worn season after season.

Its collections combine Italian craftsmanship with intelligent, versatile design, using responsibly sourced and recycled fabrics from Italy and Japan. Produced in limited quantities, each piece is created with longevity, quality and individuality in mind.

With a distinctive approach to luxury and a strong focus on sustainability, craftsmanship and personal style, the brand offers an exciting environment for someone passionate about product, styling and delivering a highly personalised client experience.

Role Description

The Assistant Store Manager will work closely with the Store Manager to support the day-to-day leadership and operation of the Chelsea flagship boutique, while playing a key role in driving sales and delivering an exceptional client experience.

This is a highly hands-on, client-facing role, requiring a strong presence on the shop floor. The successful candidate will lead by example, developing meaningful and long-lasting client relationships through personal shopping, styling and proactive clientelling.

Alongside driving sales and client engagement, the Assistant Store Manager will support with team leadership, training and development, daily operations, visual merchandising, inventory management and overall store performance.

Key Responsibilities

• Support the Store Manager with the smooth and successful day-to-day operation of the boutique.
• Lead by example on the shop floor, delivering an elevated and highly personalised client experience.
• Develop and maintain a strong client book through proactive clientelling, outreach and relationship building.
• Provide expert product knowledge, styling advice and personal shopping services.
• Support, motivate and develop the store team to achieve individual and collective sales targets.
• Assist with team scheduling, training and maintaining consistently high service standards.
• Support visual merchandising and ensure the boutique consistently reflects luxury brand standards.
• Manage point-of-sale activities, stock and inventory processes, including opening and closing procedures.
• Monitor store performance and support initiatives to drive sales, repeat business and client loyalty.
• Implement loss prevention procedures and maintain excellent operational and organisational standards.
• Work collaboratively with the Store Manager and wider business to identify opportunities for growth and enhance the overall client experience.

Qualifications & Experience

• Proven experience within luxury, premium or specialist fashion retail.
• Strong customer-facing skills with a genuine passion for delivering exceptional service and building long-term client relationships.
• Personal shopping and clientelling experience is essential, with the confidence to proactively develop and nurture a client book.
• A genuine passion for product, fashion and styling.
• Previous supervisory, Assistant Store Manager or retail leadership experience.
• A strong commercial mindset with an understanding of sales targets, KPIs and store performance.
• Excellent communication and interpersonal skills, with the ability to engage clients and inspire team members.
• Highly organised with strong attention to detail and the ability to thrive within a fast-paced boutique environment.
• Confidence using POS systems and basic retail analytics; Shopify experience would be advantageous.
• An appreciation for sustainability, craftsmanship, quality and considered luxury.
• Flexibility to work full-time on-site in Chelsea, London, including weekends, evenings and bank holidays where required.