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
At The White Company, we value our employees for always going the extra mile for every one of our customers; we reward this with great benefits and competitive salaries.
25 days holiday rising to 28 (pro rata / dependant on contract size),
From your first day, you are eligible to purchase our fabulous products at 25% discount. If your contract duration is longer than 6 months, then following your initial 3-month period of employment, you will then be entitled to purchase TWC products at 50% discount,
Pension – after three months, you will be auto-enrolled into the scheme with an employer & employee contribution in line with statutory requirements,
Further information regarding these benefits and many more (such as Financial Wellbeing, our Employee Assistance Provider, and Physical and Emotional Wellbeing) can be found via PerkPlace – our online benefits portal. You will receive a login to this upon completion of your three month initial period of employment
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.
