Cardiff Store Manager

About Finisterre

Born two decades ago from the needs of hardy British surfers, Finisterre creates enduring outdoor wear for an inspired life in and around the ocean. Proudly B Corp certified, we have committed to a deep belief: to make truly exceptional products in a more responsible and transparent way. Whether based at our cliff top headquarters in St. Agnes, Cornwall, or in one of our 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.

About The Role

We have an exciting opportunity for an experienced and passionate retail manager to head up the Finisterre team at our fantastic Cardiff store.

Our Store Managers play a vital role in bringing together and energising our Retail teams. As our Cardiff Store Manager, you will be the driving force that galvanises our Cardiff‑based community, representing the brand and bringing our spirit to life in the capital.

Your character, passion and ability to inspire your team will be just as crucial as your ability to manage rotas and oversee operations – creating an exceptional retail experience that prioritises customer service and empowers the retail team to excel in their roles.

You don’t have to be a surfer, but a love of the sea and connection to the outdoors is essential – bringing a deep understanding of the benefits of this lifestyle and a passion to share and encourage it in others.

The successful candidate will have a wealth of experience overseeing daily store operations, ensuring that all activities align with our purpose as well as meeting established targets and KPIs. In addition, they will be an experienced leader who can effectively motivate, support and guide staff to feel confident and fulfilled in their roles, ultimately driving sales growth while safeguarding the integrity and image of our brand within the retail marketplace.

Key Responsibilities

Strategy

• Implement the Finisterre retail strategy and feed store insights back to improve company performance and customer engagement
• Support wider retail needs including covering stores, acting as a training store and assisting with new store launches and projects
• Execute seasonal visual merchandising plans, window displays and in‑store campaigns in partnership with the Finisterre VM team

Customer Experience

• Drive best‑in‑class customer service, challenging the team to blend brand engagement with commercial awareness
• Ensure all team members embody Finisterre’s brand values and can communicate them authentically
• Build a loyal customer base through deep product knowledge, community connection and seamless transactions
• Act on customer feedback and work with marketing to deliver engaging in‑store events

Commercial

• Own the store P&L – drive performance, manage costs and communicate targets and plans clearly to the team

• Stay ahead of the trading calendar, owning preparation for seasonal and promotional launches
• Work closely with the merchandising team to maximise stock opportunity and minimise residual
• Understand and communicate company strategy, ensuring the team can connect store goals to the bigger picture

Community

• Be the face of Finisterre locally – building genuine relationships with customers and community champions (surfers, swimmers, creatives, activists) who share our values
• Lead the delivery of community events and activations (screenings, talk nights, workshops), ensuring every experience is authentic and connection‑led
• Build local partnerships with surf clubs, swim groups, environmental and creative organisations, sharing collaboration opportunities with the central Community Marketing team
• Act as the brand’s eyes and ears – capturing and relaying customer sentiment, local trends and emerging opportunities
• Position the store as a community hub: a gathering point for ocean enthusiasts and a cultural space that drives quality footfall through events and word‑of‑mouth

Operations

• Staff the store efficiently through effective rota planning that reflects weekly trading patterns
• Manage stock in partnership with distribution and merchandising to maximise sales and minimise discounts
• Maintain high store standards across presentation, housekeeping, security and health & safety
• Manage store costs and communicate maintenance needs to the retail ops team

People

• Lead by example – motivating, coaching and developing your team to reach their potential
• Drive team product knowledge and create a culture of continuous improvement
• Recruit people who reflect Finisterre’s values: Product, People and Environment
• Communicate company goals clearly and represent the team at company events

KPIs

• Annual sales & contribution targets
• ATV
• Stock cover
• Store running costs v budget
• Conversion
• Customer satisfaction

What You’ll Bring To Finisterre

• 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 at Store Manager level within a premium fashion brand who share Finisterre’s brand ethos
• Be commercially aware and possess in depth experience of working towards KPIs
• Competent with Excel, Word and Office Outlook
• Driven towards retail excellence and motivating towards other members of the team
• Punctual, responsive and a good communicator
• Ability to ensure on‑going improvement of customer service standards across the company
• Passion, energy and aspiration in line with Finisterre products, brand and customers
• A good problem solver

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.

What You’ll Receive From Finisterre

We are offering a full‑time, permanent contract, based at our Cardiff store. We’ll invest in you with a competitive salary, up to £33,000, depending on your skills and experience.

But It’s Not Just a Job. At Finisterre, we provide an opportunity to grow and develop yourself within 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 company performance
• A pension scheme with Nest
• 33 days off per year (including 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 company‑wide updates
• And so much more!

Closing date

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.

Finisterre is committed to building diverse and inclusive teams. We celebrate difference and encourage everyone to join us and be themselves at work.

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