Employee Spotlight: Esther Peralta | Senior Shop Manager Covent Garden

A new milestone: expanding Covent Garden

The recent expansion of the Covent Garden store marks a significant milestone for 2theloo in the UK. The site has doubled in size, introducing a refreshed layout and the company’s updated brand identity, designed to enhance both customer flow and overall experience.“This expansion represents more than just a physical transformation,” Esther explains. “It’s about elevating our standards, improving efficiency, and offering a space that truly reflects the quality and professionalism of our service.”Leading this transition required careful planning, coordination, and execution from operational restructuring to team alignment ensuring the store remained fully functional throughout the process.

How has your role evolved with this new expansion?

With the expansion, my role has naturally grown into a more strategic and leadership-focused position. Beyond daily operations, I am now more involved in planning, team development, and ensuring that the new space operates efficiently at a higher capacity.Managing a larger site means anticipating customer flow, maintaining consistent standards across a bigger environment, and supporting a team that must adapt quickly to new processes. It’s a challenge I truly enjoy, as it allows me to contribute more directly to the company’s growth in the UK.

Can you tell us more about your responsibilities within the company today?

My responsibilities now extend across operational management, team leadership, and performance optimisation. I ensure that our service consistently meets the high standards expected in Covent Garden, while also focusing on efficiency, compliance, and customer satisfaction. A key part of my role is developing and supporting the team, creating a positive, motivated environment where everyone understands their impact on the overall customer experience. I also work closely with stakeholders and partners to ensure smooth day-to-day operations in a dynamic and demanding location.

What is your biggest challenge in your current role?

One of the biggest challenges is balancing growth with consistency. As we expand and evolve, it is essential to maintain the same level of quality, attention to detail, and customer care that defines our service.Operating in a fast-paced city like London adds another layer of complexity, requiring constant adaptability, quick decision-making, and strong team coordination.

Looking at your 2theloo experience so far, what are you most proud of?

I am most proud of the team we have built and the standards we have maintained, even during periods of change and growth.Successfully delivering this expansion while keeping the operation running smoothly is a major achievement. It reflects not only strong planning, but also the commitment, resilience, and professionalism of the entire team.

What makes 2theloo a great place to work?

2theloo stands out for the trust and support it gives its people. The company values initiative, encourages growth, and recognises the importance of strong teams in delivering great service.Its ability to evolve adapting to new markets and customer needs while maintaining clear values, makes it a dynamic and rewarding environment to be part of.

Most important question: who is your favourite superhero, and why?

My favourite superhero is Wonder Woman. She represents strength, resilience, and compassion qualities that I strive to bring into my professional life every day. Her ability to lead with both determination and empathy strongly resonates with me.

Looking ahead

With the newly expanded Covent Garden store, Esther is focused on continuing to raise standards, strengthen her team, and contribute to 2theloo’s long-term growth in the UK market.