Assistant Store Manager - Soho

About Varley Clothing Varley is a contemporary fashion brand for the modern woman. Founded in 2015 by husband-and-wife Lara and Ben Mead, we are an international, family-run business headquartered between London, Los Angeles, and New York. We create year-round collections designed to build an elevated wardrobe for how women live and move. From knitwear and outerwear to everyday staples and active pieces, our collections blend style, function, and versatility. Varley exists to instil quiet confidence through meaningful connections that enhance everything women already are. As women’s lives evolve, so do we. Our international family-run team is 85% female, making us proud to be a brand for women, by women. We are guided by two core beliefs: the pursuit of quality in everything we do and looking after one another. Role Overview The Assistant Store Manager (ASM) is a hands-on leader, brand ambassador, and operational driver who supports the Store Manager in delivering commercial success while ensuring exceptional customer and team experience They are accountable for leading the retail team to deliver the highest level of customer experience, driving commercial and operational objectives to achieve business success and operational excellence, while ensuring compliance with company policies and procedures. The Assistant Store Manager will partner closely with the Store Manager, leading the team in their absence, and support the Selling & Service Manager by overseeing the store CRM system when needed. The ASM plays a key role in developing and delivering the retail strategy, supporting store performance, leading the team on the shop floor, and ensuring exceptional customer experiences aligned with brand standards. This role includes key-holder responsibilities. This role combines leadership, operational excellence, and commercial awareness. The ASM leads by example on the shop floor, supports the team in day-to-day operations, and ensures store standards and customer experiences reflect the Varley brand. The ASM contributes to the success of the store through these core areas: People Leadership Provide clear direction to the team while leading by exampleInspire the team through kind, fair, and empathetic leadership, demonstrating a consistent commitment to the company, its values, and business objectivesFoster a strong culture of teamwork, collaboration, and a positive, solution-focused mindsetApproach and handle challenging situations with confidence, care, and professionalismHold regular team and one-to-one meetings to coach, support, and develop talent, fostering motivation and progression within the team in line with business needsEnsure the team can perform their roles successfully through regular training, ongoing feedback, and daily support on the shop floorLead the team to deliver exceptional customer experience, represent our brand values, and achieve commercial objectives Commercial & Operations Leadership Regularly review and analyse sales figures, store performance, and inventory to share feedback with the Retail Management teamDevelop growth strategies to maximise commercial opportunitiesMaintain strong brand, product, and operational knowledge, staying up to date with new releases, trends, and brand storytelling, and sharing learnings with the teamTranslate store KPIs and data into purposeful actions to achieve the store’s successEnsure all operational procedures and policies are correctly implemented every day, maintaining full team complianceSupport with visual merchandising roll outs and maintain store standards in line with brand guidelinesMaintain back-of-house standards to optimise business efficiencyImplement store communications to ensure the team remains aligned with business commercial and operational goals and initiativesAdapt tasking to the pace of the environment to ensure the team is consistently using their time effectively to enhance store performance Customer & Brand Experience Act as an ambassador for the brand, cultivating a culture of trust and community by building long-term relationships with existing and new customersEnsure the brand service ceremony is delivered in all customer interactionsSupport the team on the shop floor by actively engaging with customers and providing assistance when needed to consistently deliver an exceptional customer experienceResolve challenging customer situations promptly with a positive, solution-oriented approachConsistently coach the team to meet sales goals and high customer expectationsSupport the execution and implementation of retail events and activitiesIdentify and suggest innovative opportunities to elevate and personalise the customer experience Training & Development Deliver structured onboarding experiences for new startersProvide regular coaching, feedback, and development opportunitiesSupport product knowledge and service training initiativesEncourage cross-training to strengthen operational flexibilityIdentify and nurture future leaders within the team Operations & Store Standards Ensure operational procedures, policies, and compliance requirements are consistently followedMaintain store presentation, back-of-house standards, and visual merchandising guidelinesSupport efficient inventory management and loss prevention initiatives Stock Management & Loss Prevention Oversee deliveries, transfers, and stock returnsMaintain accurate inventory control proceduresInvestigate stock discrepancies and implement corrective actionsSupport company loss prevention initiatives Health & Safety Ensure compliance with health & safety policies and proceduresConduct regular safety checks and risk assessmentsPromote safe working practices across the teamMaintain safe shop floor and stockroom conditions Cross-Functional Collaboration Partner with the Store Manager, Retail Operations, Visual Merchandising, and Training & Customer Experience teams to ensure smooth execution of store initiativesAct as a link between the shop floor and central teams to provide feedback and support continuous improvement Scope of Role & Decision Ownership Own at Store Level Lead the team on the shop floor and ensure operational excellence in the Store Manager’s absenceSupport commercial performance by translating KPIs into team actionsDeliver a consistently exceptional customer experienceEnsure compliance with store operational standards Partner With Central Teams Retail Operations – operational processes, reporting, and complianceVisual Merchandising – seasonal merchandising direction and store presentationTraining & Customer Experience – talent development and customer experience initiatives Leadership Accountability Inspire and develop a motivated and high-performing store teamSupport the achievement of commercial objectives and operational excellenceChampion exceptional customer experience and brand representationFoster a positive, collaborative, and inclusive store culture Key Skills & Experience / The Ideal Candidate An inspiring leader who fosters a strong work ethic, motivates teams, and builds a positive and collaborative team cultureA passion for fashion and lifestyle, with strong awareness of current market trendsCommercially aware, with the ability to translate KPIs and performance data into actions that drive results and identify opportunitiesOrganised and operationally strong, able to prioritise effectively and maintain high store standardsCustomer-focused, with the ability to build lasting relationships and deliver exceptional customer experienceMinimum of 3 years’ experience in a similar retail leadership roleExperience leading teams of 15+ preferredStrong people management, coaching, and communication skillsProficiency with POS systems, CRM platforms, and retail reporting toolsFlexible, agile, and resilient, able to adapt to changing retail priorities and business needs in a fast-paced environment What Success Looks Like A motivated, confident, and high-performing teamStrong commercial performance aligned with store KPIsExceptional customer experience delivered consistentlyOperational excellence and adherence to brand standards Our Values We are the sum of many parts We promote diversity, inclusivity, and teamwork. Our successes and failures are shared as a team We pursue quality in everything we do Growth comes from continuous improvement across every aspect of our business We embrace possibility and push boundaries We encourage innovative thinking and challenge ourselves to achieve extraordinary outcomes Data-driven decisions and purposeful actions We prioritise thoughtful analysis and informed decision making Our brand is timeless and valuable We protect and enhance the long-term value of our brand We never compromise our product Our product is defined by quality, not price We respect and exceed customer expectations Our goal is to turn customers into passionate advocates We Choose Partners Who Reflect Our Values We collaborate with partners who uphold the same standards we do We Grow Our Brand By Empowering Others We support the growth of those around us and build meaningful connections Responsibility is at the core of everything we do We prioritise ethical practices and sustainability Kindness is our guiding principle Respect, empathy, and understanding shape how we work together The Pay Range For This Role Is 80,000 - 87,000 USD per year(Soho Store)