Heiko Stumbeck faced a challenge familiar to many retail businesses. The store in Odense – the company’s flagship and crucial both financially and for the brand – was without a store manager.
There were no obvious internal candidates, and it was essential to quickly find someone who could drive sales performance, implement strategic objectives, and act as a link between management and the store.
A new store manager was needed to take responsibility for daily operations, allowing Creative Director Jens Stumbeck to focus on the company’s development and creative direction.
About Heiko Stumbeck
Heiko Stumbeck A/S is a family-run chain of opticians with stores in Odense, Middelfart, Svendborg, and Copenhagen. The company was founded by Heiko Max Herbert Stumbeck and is now led by his son, Jens Stumbeck, who is both a qualified optician and the managing director.
Heiko Stumbeck holds a strong position in Denmark’s premium segment, combining high professional standards, personal advice, and exclusive design. The hallmark is attentive service and close relationships with customers.
Employees receive ongoing further training, and the product range is broad – from classic frames to the latest high-end collections.
The Consultant
For this assignment, Heiko Stumbeck chose to collaborate with RetailCruiter, specifically consultant Sandra Søndergaard. With RetailCruiter, companies receive an efficient and thorough recruitment process within a few weeks when searching for their next store or warehouse manager.
Sandra’s role was to gain an in-depth understanding of the company and act as a credible representative for Heiko Stumbeck throughout the process. She was responsible for motivating relevant candidates – including those not actively seeking new roles – and ensuring a shortlist of 3–5 strong profiles.
With her own background in retail and experience in store management, Sandra knew exactly what was required to find a store manager who could succeed in the role.
The Ambition and Motivation
Heiko Stumbeck wanted to free Jens from the dual role of Creative Director and Store Manager, enabling him to dedicate his time to business development.
The position required an experienced and motivating leader with solid insight into retail dynamics. Experience from the optician sector was not a requirement, but the candidate needed to be curious and able to acquire the necessary professional knowledge.
The ideal candidate was results-oriented, strong in sales management and communication, and able to build relationships and motivation within the team. A positive attitude, good overview, and problem-solving skills were essential.
The Solution
The recruitment process was organised with a combination of targeted advertising, in-depth search, and thorough screening of candidates. Within five weeks, Sandra was able to present a strong field of candidates, including the final appointee.
Throughout the process, Sidsel, CEO at Heiko Stumbeck, was kept informed of progress, and CV’s were shared and discussed before the final shortlist was determined. The collaboration was characterised by transparency, pace, and mutual trust.
The Result
A total of four candidates were presented to Heiko Stumbeck. The position was filled within five weeks, and since the new store manager took over, there have been noticeable improvements in store operations.
There is now greater calm and structure, with a renewed focus on staff development and sales performance. At the same time, Jens has been able to devote his time to the creative and strategic areas that add the most value to the company.
The Conclusion
The collaboration between Heiko Stumbeck and RetailCruiter is a good example of how specialised recruitment can create noticeable change in a short time.
For Heiko Stumbeck, it meant a secure and efficient process, a competent store manager, and a recruitment that was spot on in terms of both culture and competencies. For the candidates, it meant being met with respect and insight into both the company and the role.
At RetailCruiter, the goal is never “just” a hire. Recruitment should be a solution that creates value for the entire organisation.
