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Assistant Store Manager



Posted 1 week ago

Join a Purpose-Led Brand as an Assistant Manager at Finisterre's Covent Garden Store and Champion Sustainability in Retail


icon Salary

£29000 - £32000

icon Location

London United Kingdom

icon Expires

Expires at anytime

Finisterre, a B Corp certified leader in sustainable apparel for sea lovers, is offering an exciting career opportunity at their Covent Garden store in London. As a brand born from the needs of British surfers, Finisterre merges a passion for the ocean with a commitment to responsible product design, making it an inspirational place to grow your career. With a culture that values bravery, honesty, and drive, Finisterre is more than a brand; it's a community dedicated to making a positive impact on the planet.

  • Lead and develop a retail team in a dynamic environment.
  • Drive sales and KPIs while delivering an exceptional customer experience.
  • Organize engaging store events and foster community relationships.
  • Manage operations, including staffing, stock, and visual merchandising.
  • Champion the Finisterre brand story and values within the team.
  • Passionate about sustainability and the sea.
  • Experience in managing a team within a premium apparel brand.
  • Strong leadership, communication, and visual merchandising skills.
  • Proficiency in Excel, Word, and Office Outlook.
  • Motivated to coach others and lead by example.
  • Must have permission to work in the UK by the start of employment.

Finisterre provides a competitive salary (£29,000 - £32,000), a discretionary bonus scheme, pension, generous holidays, a significant product discount, and many other benefits. As part of a fast-growing company, you'll have access to training, development, and diverse community collaborations. Apply soon to become part of a team that values not just the bottom line, but also the health of our oceans and communities.


We have an exciting opportunity for retail professionals to join the Finisterre team at our fantastic Covent Garden, London store.

Born two decades ago from the needs of hardy British surfers, Finisterre is proudly B Corp certified and a leader in its field; designing functional and sustainable products for those that share a love of the sea and adventure. Whether based at our cliff top headquarters in St. Agnes, Cornwall or in one of our eleven retail locations across the UK, Finisterre is a truly unique brand and career proposition.

Our store locations are the beating heart of our community. As Finisterre grows and moves forward, we want to increase our retail footprint; opening more stores where our customers are and continuing to make them exciting places that bring our brand and product narratives to life through our friendly, knowledgeable staff and exceptional customer service. Our retail teams offer amazing opportunities to grow a long-term career with purpose-led brand.

Our people are at the very heart of the Finisterre brand, wherever they may be in the world, sharing our values and vision to make the world a better place. Culture and team are everything here. We take care to create a working environment where our people are valued and can thrive and grow with us.

So, if you are as passionate about the ocean as we are, if you embody our values to be Brave, Honest and Driven, if you want to be part of a truly authentic, purpose-led brand and you share our vision to create exceptional products in a responsible way, then we would love to hear from you.


The role of Retail Assistant Manager is an important management step on our retail development path. Deputising for the Store Manager as required, you will assist in the day to day running of the store to deliver agreed targets and KPI’S. Assisting with the coaching and development of the team to achieve best in class customer service and retail operations.


Customer Experience

  • Demonstrate and influence others on how to deliver an engaging and experiential customer service.
  • Ensure store team are set up to educate and guide customers in making the right purchase, ensuring they are fully versed in customer facing operations.
  • Keep up to date with seasonal product range and ensure that all store team have adequate product knowledge training and are fully informed on the current range.
  • Work with store manager to build community relationships within stores local area and look for opportunity to collaborate with like minded associates.
  • Work with the store manager and marketing team to deliver successful & engaging store events.


  • Share ownership of the stores performance, understand and communicate the store targets and future plans with the team.
  • Review and analyse RCA report, implement commercial changes in order to drive more sales.
  • Keep up to date with the trading calender, support manager with planning and preparation for any seasonal or promotional launch activity.
  • Communicate with manager and merchandising team making sure we gain the most opportunity through stock.
  • Understand the overall company strategy and how the retail goals fit into the overall direction


  • Work with Manager to ensure the store is staffed efficiently reflecting the trade patterns of the store and taking into account productivity and cost.
  • Train all staff on all stock handling processes and procedures ensuring accuracy in any stock movements.
  • Ensure store teams have adequate training on all retail operations and is up to date, communicating any changes made from HO.
  • Support manager with implementing high standards of visual merchandising and store presentation.
  • Assist with managing the health & safety for the store, ensuring all checklists are completed and store is compliant at all times.


  • Proudly represent Finisterre and ensure the brand story and company values are being championed through the store team.
  • Ensure adequate training has been rolled out to the store team, supporting all team members to reach their full potential.
  • Maintain an open and positive relationship with Store Manager, adopt the responsibilities of store manager in their absence.
  • Maintain good communications and relationships with all the department teams at Wheal Kitty, visit and attend meetings at WK where necessary.
  • Assist manager with recruiting the best team for the brand and store.


  • Annual sales & contribution targets
  • ATV
  • Conversion
  • Customer satisfaction



  • You share our love of the sea and our brand values. You care about our planet and want to share your passion for protecting it with others.
  • You like to lead by example, motivating and supporting others.
  • You are a people person, building positive relationships with both customers and your retail team.
  • You pay attention to detail, take pride in delivering tasks accurately and to a high standard.
  • Proven experience managing a team within a premium Apparel brand who share Finisterre’s brand ethos
  • Be commercially aware and possess in depth experience of working towards KPIs
  • Visual merchandising skills
  • Competent with Excel, Word and Office Outlook
  • Motivates and coaches others to be the best they can be.
  • Good communicator between management and retail team.
  • Passion, energy and aspiration in line with Finisterre products, brand and customers

Important: The successful candidate must, by the start of their employment, have permission to work in the UK. Please note that Finisterre are not licensed to sponsor overseas workers.



We are offering a full time, permanent contract, based at our Covent Garden store and we will invest in you with a competitive salary of £29,000 - £32,000 per annum.

But it’s not just a job. At Finisterre, we provide an opportunity to grow and develop yourself within at a fast-paced, growing B Corp certified brand with a great culture and an exciting purpose. You’ll get the chance to collaborate with a diverse community of people with a shared mission. In return, we take good care of you through a range of initiatives and rewards, including:

  • A discretionary bonus scheme, based on store performance
  • A pension scheme with Nest
  • 25 days holiday per year, plus up to 8 UK bank holidays
  • Additional holidays for length of service
  • Your birthday day off
  • 60% product discount for personal and gift use
  • 30% Friends and Family product discount
  • Life assurance with access to an employee assistance program
  • Access to a wide range of wellbeing programs, including counselling services, headspace membership, eye tests, yoga, cycle to work and a range of perks
  • Regular company social events
  • Paid volunteering opportunities – we will support you in giving back to communities and causes
  • Various discounts from our B Corp community
  • Individual training and development plans
  • Sea Tuesday companywide updates
  • And so much more!

We’ll be interviewing as we go along, so we’d encourage you to submit your application at the earliest opportunity, as the role may close earlier than advertised.


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