The White Company
Assistant Store Manager
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Assistant Store Manager
Assistant Store Manager – Your Role
About the 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
- Developing commercial understanding
- Strengthening decision-making
What You’ll Be Doing
Customer & Brand Experience
- Support the delivery of a consistent, high-quality customer experience across the store.
- Create a welcoming, calm, and inspiring environment at all times.
- Lead by example on the shop floor, role-modelling The White Company’s 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 & Culture: Leading the Team
- Support the Store Manager in leading, coaching, and motivating the store team.
- Contribute to a positive and inclusive culture with clear expectations and regular feedback.
- Assist with training and development, embedding learning into daily work.
- Support 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 when required, ensuring continuity and team confidence.
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Operational & Commercial Excellence: Driving Performance
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Support delivery of store sales, payroll, and stock targets, understanding how daily actions impact performance.
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Oversee duty management responsibilities, ensuring smooth operations and consistent brand standards.
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Review KPIs and trading information with the Store Manager, turning insights into practical team actions.
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Take ownership of specific operational or commercial areas (e.g., training, standards, stock, visual merchandising).
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Support planning for peak trading periods, ensuring the team is organised and focused.
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Maintain strong standards in visual presentation, housekeeping, and operational routines.
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Balance operational tasks with delivering a calm, premium customer experience.
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Ensure compliance with company policies, Health & Safety, and security procedures.
About You
- Experience: A supervisory or assistant management role in retail.
- Leadership: A confident, approachable leader who enjoys supporting and developing others.
- Commercial Awareness: Commercially curious, with an understanding of KPIs and store priorities.
- Adaptability: Organised, adaptable, and calm under pressure.
- Customer Focus: Passionate about delivering excellent customer experiences and brand standards.
- Brand Alignment: A genuine passion for The White Company, committed to protecting its values, aesthetic, and customer experience.
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What We Offer You
At The White Company, we value our employees for going the extra mile—and reward them with:
- 50% discount on all products.
- 25 days holiday (rising to 28 days after two years of service).
- A Volunteer Day with a charity of your choice.
- Competitive salary, plus a discretionary annual bonus scheme.
- Perk Place Benefits Platform—discounts across wellbeing and lifestyle.
- Automatic enrolment in the Group Personal Pension scheme.
- Wagestream Money Management app for financial wellbeing support.
- Private Medical Insurance.
- Life assurance following successful probation completion.
- Social perks: Annual Christmas party and year-round social events.
Our Equality, Diversity & Inclusion Statement: "We are committed to creating a culture where everyone feels they belong, where differences are respected and celebrated."
Our Sustainability Commitment: "We build a sustainable legacy for people and our planet—reflecting this in everything we do."
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