A bit about us:
Established in 1994, The Fragrance Shop is the UK’s leading independent fragrance retailer. Our aim is to make mainstream and luxury fragrances affordable and accessible to all. We showcase more than 130 fragrance brands in over 220 stores throughout the UK and online at www.thefragranceshop.co.uk. We are expanding and are looking for a Store Manager to join the team and be part of a growing and vibrant brand.
Role Purpose:
The Flagship Store Manager is responsible for driving commercial performance, customer experience excellence, operational standards, and team development within a flagship location.
This role leads the in-store team to achieve sales targets, elevate brand storytelling (Core & Niche), and deliver a consistent, premium retail experience. The position plays a key role in strengthening Open-Sell performance while building capability within the team and contributing to succession planning.
Core Responsibilities & Competencies:
Leadership & Team Management:
- Recruit, onboard and retain high-performing team members aligned with brand values and service standards.
- Lead, supervise and motivate staff within a fast-paced flagship open sell retail environment.
- Conduct structured inductions ensuring strong product knowledge across multiple brands and concepts.
- Deliver regular one-to-ones, coaching sessions and performance reviews.
- Set clear sales targets and behavioural expectations aligned with KPIs.
- Drive daily floor leadership — leading by example in selling behaviours.
- Identify individual strengths and development areas, implementing coaching plans accordingly.
- Manage underperformance through clear objectives and measurable improvement plans.
- Foster a positive, high-energy culture focused on ownership, accountability and proactive selling.
Customer Service Excellence:
- Champion a customer-first mindset and ensure consistent delivery of exceptional service.
- Define and implement a clear flagship customer journey from welcome to close.
- Ensure constant expertise across all brands, Core and Niche categories.
- Train teams in storytelling, discovery questioning and experiential selling.
- Monitor and improve customer satisfaction and feedback.
- Professionally resolve escalated customer issues and convert recovery into retention opportunities.
- Drive clienteling initiatives to enhance repeat purchase behaviour.
- Conduct internal mystery shops and respond to feedback with corrective actions.
Inventory & Merchandising Awareness:
- Maintain accurate stock control, replenishment and inventory management processes.
- Ensure strong product visibility and tester accessibility to maximise engagement.
- Execute and maintain flagship-level VM standards in line with company guidelines.
- Analyse sell-through rates to optimise stock positioning (Core vs Niche).
- Identify slow-moving stock and implement commercial action plans.
- Ensure launch activations and promotional displays are delivered effectively.
Operational Skills:
- Manage daily store operations including opening/closing procedures.
- Ensure full compliance with company policies and health & safety standards.
- Plan rotas effectively according to peak footfall and trading patterns.
- Maintain store standards across cleanliness, VM, stockroom organisation and CRM usage.
- Conduct regular operational audits to ensure consistency.
- Implement company training manuals and playbooks for Open-Sell and Flagship execution.
Sales & KPIS:
- Drive conversion rate, average transaction value (ATV), units per transaction (UPT) and Niche penetration.
- Monitor daily, weekly and monthly sales performance against budget.
- Analyse MYTFS / SA performance by individual and team.
- Identify top-performing product lines and tailor selling strategies accordingly.
- Coach team on upselling and crossline selling techniques.
- Ensure staffing levels align with footfall and revenue opportunity.
- Control store-level costs within budget guidelines.
Communication & Problem solving:
- Communicate clearly with internal stakeholders, brand partners and store teams.
- Provide regular performance updates and insights to senior management.
- Act swiftly to resolve operational or staffing challenges.
- Facilitate team meetings focused on KPI delivery and behavioural standards.
- Maintain strong collaboration with brand trainers and external partners.
Commercial awareness:
- Identify local trading opportunities and customer trends.
- Provide feedback to stakeholders on growth potential, competitor activity and brand opportunities.
- Drive proactive selling culture within the store.
- Support Niche brand storytelling as a point of differentiation from luxury competitors.
- Contribute insights to future store development and flagship evolution.
Scope of Role:
The Flagship Store Manager will:
- Ensure store standards align with company expectations.
- Improve sales conversion and average transaction value.
- Increase Niche penetration.
- Enhance customer engagement and repeat purchase behaviours.
- Lead training implementation within the store.
- Contribute to succession planning and internal talent development.
Success Criteria:
- Improved sales and conversion metrics
- Increased Niche sales percentage
- Higher staff productivity and engagement
- Strong customer satisfaction results
- Consistent flagship execution and operational standards
- Clear internal talent development progression
Why join us?
- Competitive salary
- Christmas Bonus scheme
- Generous benefits package, including holiday allowance, pension, and fragrance rewards
- Career development opportunities with accredited training
How to apply:
Simply upload your CV via our careers page.
Join us now and help shape the future of fragrance retail!
The Fragrance Shop is an equal opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for all employees.
Due to the high volume of applications that we receive, we are regrettably not able to respond to everyone. If you have not heard from us within four weeks of your application, please assume that on this occasion you have not been successful.
