Luca Armenia, company director and co-founder at Soft Paris, speaks to Retail Week about his life working in retail.
What was your first job in retailing?
I don’t consider Soft Paris a retailer so I have never actually worked in retail. Soft Paris is predominantly direct sales with less than 5% through ecommerce.
Which retail company do you admire most and why?
Agent Provocateur for the staff uniforms designed by Vivienne Westwood.
What is the trait you least like in yourself?
I’ve been told many times that I’m stubborn but I refuse to believe it.
Who have you learnt most from in your retail career?
My boss when I was an arbitrage trader. He taught me how to analyse risk, then wait for the right moment to jump into action fearlessly.
What advice would you give someone starting out in retail?
Read the E-Myth by Michael E. Gerber, then strive to run a “turn-key” operation as explained in the book.
What keeps you awake at night?
The creative process behind our campaigns.
What’s the most satisfying part of your job?
Working on the shoots and films - I direct and take all the pictures myself, which I love.
I was a filmmaker before launching Soft Paris.
What’s your proudest achievement?
Winning the Young Directors Prize at Cannes. Also taking Soft Paris from zero to 25,000-themed ‘Soft Parties’ booked a year across Europe.
I also remember our first online sale - my business partner and I did a victory dance.
What job would you have done if you hadn’t become a retailer?
Filmmaker and photographer
What’s your favourite shop and why?
Calumet near Euston Station for camera equipment - I can spend hours in there.
What was your last purchase?
A handheld 3-axis digital stabilised camera gimbal - it’s amazing. I’ve also got my eye on 3D printers.
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