Assistant Store Manager

THE WHITE COMPANY; Greater London; On-site; GBP 28,000 - 38,000; Full time

Benefits offered by this job

50% staff discount

25 days holiday rising to 28

Volunteer Day

Discretionary bonus scheme

Perk Place Benefits Platform

Group Personal Pension

Wagestream

Private Medical Insurance

Life Assurance

Christmas party

Job summary

The White Company is seeking an Assistant Store Manager in London to lead the store alongside the Store Manager, translating plans into action while maintaining high standards of service and performance.

You will develop people, coach the team, and ensure consistent brand standards and a calm, premium customer experience on the shop floor.

Qualifications

• Experience in a supervisory or assistant management role within a retail environment.
• Passionate about delivering excellent customer experiences and brand standards.
• Confident leader who supports and develops others.
• Commercially curious with understanding of KPIs and store priorities.
• Organised, adaptable and calm under pressure.
• Committed to The White Company values and customer experience.

Responsibilities

• Lead the store in partnership with the Store Manager to deliver standards, service and performance.
• Coach team members in the moment to build confidence in customer conversations.
• Support recruitment, onboarding and induction of new team members.
• Manage performance, conduct, or absence conversations with guidance.
• Balance operational tasks with delivering a premium customer experience on the shop floor.
• Oversee daily operations, KPIs and trading information with the Store Manager.

Skills

Customer experience

People leadership

Brand standards

KPI awareness

Store operations

Communication

Job description

Our Role

As an Assistant Store Manager, you play a key role in leading the store and supporting its overall success. Working in close partnership with the Store Manager, you help translate plans into action, ensuring standards, service, and performance are delivered consistently.

This role represents a progression from supporting performance on the shop floor to leading through others with increasing ownership, building confidence in people leadership, commercial understanding, and decision-making.

What you'll be doing

• Customer and Brand Experience
  • Support the delivery of a consistent, high-quality customer experience across the store.
  • Create a store environment that feels welcoming, calm, and inspiring at all times.
  • Lead by example on the shop floor, role-modelling The White Company values and service standards.
  • Coach team members in the moment to build confidence in customer conversations and service delivery.
  • Support customer issue resolution with empathy and sound judgement, escalating where appropriate.
  • Encourage data capture and relationship-building as part of everyday customer interactions.
• People and Culture: Leading the Team
  • Support the Store Manager in leading, coaching, and motivating the store team.
  • Contribute to a positive and inclusive culture where expectations are clear and feedback is regular.
  • Support training and development activity, embedding learning into day-to-day ways of working.
  • Assist with recruitment, onboarding, and induction of new team members.
  • Manage performance, conduct, or absence conversations with guidance, building confidence in people leadership.
  • Act as a visible leader on the shop floor, providing direction and reassurance during busy or challenging periods.
  • Step into full store leadership responsibility when required, ensuring continuity and confidence for the team.
• Operational and Commercial Excellence: Driving Performance
  • Support delivery of store sales, payroll, and stock targets, understanding how daily actions impact performance.
  • Oversee duty management responsibilities, ensuring smooth daily operations and consistent brand standards.
  • Review KPIs and trading information with the Store Manager, helping turn insight into practical actions for the team.
  • Take ownership of specific operational or commercial areas (e.g. training, standards, stock, VM support).
  • Support planning and preparation for peak trading periods, ensuring the team is organised and focused.
  • Maintain strong standards across visual presentation, housekeeping, and operational routines.
  • Balance operational tasks with delivering a calm, premium customer experience on the shop floor.
• Ensure compliance with company policies, Health & Safety, and security procedures

About You

• Experience in a supervisory or assistant management role within a retail environment.
• A confident and approachable leader who enjoys supporting and developing others.
• Commercially curious, with an understanding of KPIs and store priorities.
• Organised, adaptable, and calm under pressure.
• Passionate about delivering excellent customer experiences and brand standards.
• A genuine passion for The White Company brand, with a strong commitment to protecting and bringing our values, aesthetic, and customer experience to life.

Please read through the attached Job Description for more detail.

What we offer you

• 50% discount on our products,
• 25 days holiday rising to 28 during service,
• A Volunteer Day with a charity of your choice,
• In addition to a competitive salary, a discretionary bonus scheme may be rewarded annually,
• Perk Place Benefits Platform – offering a variety of discounts across wellbeing and lifestyle,
• Automatic enrolment into the Group Personal Pension scheme,
• Wagestream Money Management app - access to Wagestream gives you power over your pay and supports financial wellbeing,
• Private Medical Insurance,
• Following successful probationary completion, you’ll be covered by our life assurance plan,
• Social - Christmas party/social events throughout the year

Our Equality, Diversity and Inclusion statement of commitment

At The White Company we are committed to creating an inclusive culture that welcomes and celebrates a diversity of backgrounds and identities.

We are working together to ensure our environment is one where people can bring their authentic selves to work, where their contribution is valued, ability enhanced, and perspective appreciated. Where difference is respected, encouraged, and celebrated. Where you can feel you belong.

We are committed to an active Equality Diversity and Inclusion Policy, which starts with our recruitment and selection process.

We'd love you to join us on our journey.

Our Sustainability statement of commitment

We are committed to building a sustainable legacy that will enable a brighter future for people and our planet. We believe this should be reflected in everything we do.