Assistant Store Manager - Soho

VARLEY CLOTHING LIMITED New York, New York, United States

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:

• Provide clear direction to the team while leading by example
• Inspire the team through kind, fair, and empathetic leadership, demonstrating a consistent commitment to the company, its values, and business objectives
• Foster a strong culture of teamwork, collaboration, and a positive, solution‑focused mindset
• Approach and handle challenging situations with confidence, care, and professionalism
• Hold regular team and one‑to‑one meetings to coach, support, and develop talent, fostering motivation and progression within the team in line with business needs
• Ensure the team can perform their roles successfully through regular training, ongoing feedback, and daily support on the shop floor
• Lead 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 team
• Develop growth strategies to maximise commercial opportunities
• Maintain strong brand, product, and operational knowledge, staying up to date with new releases, trends, and brand storytelling, and sharing learnings with the team
• Translate store KPIs and data into purposeful actions to achieve the store’s success
• Ensure all operational procedures and policies are correctly implemented every day, maintaining full team compliance
• Support with visual merchandising roll outs and maintain store standards in line with brand guidelines
• Maintain back‑of‑house standards to optimise business…