Store Manager

Location: Boston

Department: Retail

Reporting to: Head of Retail Performance

Who We Are

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.

We are defined by the women who wear Varley and exist to instil quiet confidence through meaningful connections that enhance everything they already are. As women’s lives evolve, so do we.

Role Overview

The Store Manager is a strategic leader and brand ambassador responsible for delivering commercial success while cultivating an exceptional customer and team experience.

They are expectes to lead by example, fostering a culture of collaboration, accountability, and positivity. Responsible for developing a high-performing team, anticipating business needs, and ensuring that both customers and employees experience the brand at its best.

Through forward planning, data-driven decision making, and effective people management, the Store Manager ensures the store operates efficiently, meets performance targets, and consistently reflects the brand’s values and standards. As a key-holder, they are also responsible for the secure opening and closing of the store, safeguarding company assets, and ensuring operational and safety procedures are upheld at all times.

The Store Manager operates as the senior leader within the store, taking ownership of its performance, culture, and customer experience while working in close partnership with central retail teams to successfully deliver brand strategy at store level.

Key Responsibilities

Leadership & People Management

The Store Manager shapes the culture of the store through strong leadership, clear communication, and a commitment to developing people.

Responsibilities include:

• Leading by example in professionalism, attitude, and presentation.
• Cultivating a positive, respectful, and inclusive store culture where individuals feel supported, valued, and empowered to succeed.
• Embedding the brand’s values in daily behaviours, ensuring kindness, collaboration, and mutual respect are reflected in both team and customer interactions.
• Developing a high-performing team through coaching, regular one to ones, and structured performance reviews.
• Recruiting, onboarding, and retaining talent while identifying future leaders and development pathways.
• Setting clear expectations for service standards, behaviours, and performance.
• Addressing performance concerns constructively and implementing performance improvement plans when required, in partnership with HR.
• Maintaining a strong leadership presence on the shop floor, particularly during key trading periods, supporting the team and leading by example.

Communication & Team Alignment

The Store Manager ensures the team remains informed, motivated, and aligned with store priorities and company initiatives, fostering a clear and consistent flow of communication.

Responsibilities include:

• Leading daily team briefings to communicate targets, priorities and operational updates.
• Lead by example in the utilisation of company tools and applications that enable your team to stay informed, ensuring readership and task execution is monitored and completed.
• Ensuring team members understand their individual responsibilities and how their contributions support wider business objectives.
• Promoting a safe and supportive environment where feedback and ideas are welcomed, encouraging open dialogue and collaboration within the team.
• Escalating operational, commercial, or people-related matters to senior leadership when appropriate.
• Acting as a key communication link between the shop floor and the wider business, ensuring insights and feedback are shared effectively.

Commercial Performance & Business Management

The Store Manager drives the commercial success of the store through proactive planning, analysis, and leadership.

Responsibilities include:

• Driving the achievement of store KPIs including performance targets, conversion, average transaction value, and productivity.
• Analysing daily, weekly, and monthly sales reports to identify opportunities and trends.
• Translating commercial insights into actionable strategies that drive improvements.
• Optimising labour spend by aligning staffing levels with payroll budgets and trading patterns.
• Preparing clear performance updates and presentations for senior leadership.

Customer & Brand Experience

The Store Manager champions a service-first culture that strengthens customer relationships and reinforces the brand experience.

Responsibilities include:

• Elevating service standards through coaching and leadership on the shop floor.
• Building strong relationships with customers and encouraging effective clienteling practices.
• Leveraging CRM tools and clienteling platforms to personalise customer engagement, driving loyalty and repeat visits.
• Resolving customer concerns or complaints quickly and professionally.
• Supporting the delivery of in-store events, brand activations, and community engagement initiatives.

Training & Development

The Store Manager plays a key role in developing talent and building capability within the team.

Responsibilities include:

• Delivering structured onboarding experiences for new starters.
• Providing regular coaching and development feedback.
• Supporting product knowledge and service training initiatives.
• Encouraging cross-training to strengthen operational flexibility.
• Identifying and developing future leaders within the team.

Operations & Store Standards

Operational excellence ensures the store runs efficiently and reflects the highest brand standards.

Responsibilities include:

• Ensuring operational processes, company policies and complicance with local regulations are consistently followed.
• Managing scheduling and workforce planning to support trading needs.
• Ensuring accurate use of POS systems and retail technology including data protection compliance.
• Balancing administrative tasks while maintaining consistent leadership presence on the shop floor.

Product & Visual Merchandising

The Store Manager collaborates with the Visual Merchandising Manager (VMM) to ensure visual merchandising guidelines and product launches are implemented effectively.

Responsibilities include:

• Ensuring strong product knowledge across the team.
• Supporting the execution of product launches and visual displays including windows.
• Monitoring product performance and identifying opportunities to improve sell-through.
• Maintaining high visual standards that align with brand guidelines and direcives.

Stock Management & Loss Prevention

Strong stock management supports both operational efficiency and commercial performance.

Responsibilities include:

• Overseeing deliveries, transfers, and stock returns.
• Maintaining accurate inventory control procedures.
• Investigating stock discrepancies and implementing corrective actions.
• Supporting company loss prevention initiatives and guidance.
• Oversee the use and implementation of RFID for day to day store operations, ensuring all cycle counts and receiving processes are completed accurately and within the required timeframe.
• Lead the back of house team to maintain and organised and efficient stockroom that supports the sales floor capability and contributes to high store productivity.

Health & Safety

The Store Manager ensures a safe environment for both employees and customers.

Responsibilities include:

• Ensuring health and safety policies are followed consistently.
• Conducting regular safety checks and risk assessments.
• Promoting safe working practices across the team.
• Reporting incidents according to company procedures.
• Maintaining safe shop floor and stockroom conditions.

Key Skills & Experience

• Minimum 3 years’ experience in a retail management role.
• Proven ability to lead and inspire high-performing teams, promoting a safe environment where feedback and ideas are welcomed.
• Strong commercial and analytical skills, with the ability to translate KPIs and data into actionable strategies.
• Experience in workforce planning and operational excellence.
• A good understanding of POS systems, CRM platforms, and retail reporting tools.
• Proficiecncy using Microsoft Office including PowerPoint, Excel, Word, and Outlook.
• Excellent people management, coaching, and communication skills.
• Highly organised and able to prioritise effectively.
• Flexible, agile, and resilient, able to adapt to changing retail priorities and business needs in a fast-paced environment.
• Passion for fashion, lifestyle, and exceptional customer experiences.

The Ideal Candidate

• A decisive and independent thinker who thrives in problem solving and strategy.
• Commercially minded and results driven.
• Hands-on and proactive in leadership style.
• Resilient and adaptable within a fast-paced retail environment.
• Passionate about delivering exceptional customer experiences.
• An enthusiastic role model with a strong work ethic who motivates the team and fosters a professional, positive, and healthy working environment.

Our People

We think of ourselves as an international family-run business that embodies our founders’ commitment to creating timeless collections for the modern woman. What started as a company of two has grown into a close-knit team of thinkers, creators, and innovators, taking care of our clothes, each other, and our community.

Split across the UK and USA, our 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. Everything else should take care of itself.