Manager of Burnley's The Perfume Shop nominated in People in Retail Awards 2026.

The Perfume Shop’s Danielle Edwards is up for Store Manager of the Year in the awards that celebrate the individuals shaping the future of retail through leadership, innovation and people excellence.

Danielle has been recognised for her outstanding leadership, commitment to developing people and ability to deliver exceptional customer experiences. Under her leadership, Burnley has become one of The Perfume Shop's most respected stores, known for its strong commercial performance, outstanding service standards and culture of colleague development.

Danielle has built a high-performing team while supporting the development of colleagues beyond her own store. Her impact can be seen through the progression of team members into leadership roles, the store's reputation as a training location for new managers, and the consistently high standards maintained by the Burnley team.

Burnley continues to deliver outstanding results, including a 99% Customer ‘love’ score, a 4.6 Trustpilot rating with no negative reviews recorded throughout 2025, and strong growth across key business measures. The store's success has also been recognised internationally, with Danielle

selected to represent The Perfume Shop at the AS Watson Global Operations Store Team Awards 2026 in Hong Kong.

Earlier this year Danielle was named at the retailer’s annual conference as Store Manager of the Year and her colleague, Jamie Ninnis, was given the accolade of Sales Advisor of the Year, quite an achievement to be chosen from over 200 stores the company has across the UK and Ireland.

Gill Smith, Managing Director at The Perfume Shop, said: "Danielle is an exceptional leader. She has created a store where colleagues feel supported to grow, customers receive truly outstanding service and success is built to last. What makes Danielle particularly special is the way she combines commercial excellence with genuine care for her team and community.

"Her influence extends far beyond Burnley. She is a trusted mentor, a champion of inclusion and someone who consistently helps others succeed. We are proud to see her recognised with this nomination and grateful for the impact she continues to make across our business."