Lara Poynor

Energizer
DISC Type : I

Head of Architecture & Visual Merchandising at Rapha

London, England, United Kingdom

Overview

Lara Poynor is the Head of Architecture & Visual Merchandising at Rapha, where she leads the design of the brands global retail spaces. An industry speaker on visual merchandising, her experience includes managing international store openings for Stella McCartney. She holds a Bachelors Degree from the University of Liverpool.

Laras professional philosophy is rooted in a passion for the communities her brands serve, stating that Raphas store designs are based on a "love for the sport of cycling. " Her interest in the Forest Stewardship Council also suggests a personal commitment to sustainability in design and materials.

She was a key figure in designing Raphas Shanghai Clubhouse, a flagship store developed with a 20-year future vision in mind.

Personality Overview

Enthusiastic

Imaginative

Informal

They are friendly, approachable and love to make new connections.  They are not always early adopters but can be pursuaded by leveraging strong relationships. Unlike C or D types, they are vocal with their opinions but not so much with their questions.

Topics They Care About

Global Store Design
Leads the architectural and visual strategy for Rapha's global stores, including the recent Shanghai Clubhouse, and previously managed openings in Hong Kong and NYC for Stella McCartney.
Visual Merchandising Innovation
As an industry speaker, she has presented on pioneering creative visual merchandising through digital innovation, showcasing her expertise in creating engaging retail environments.
Cycling Culture
States that her design philosophy for Rapha's retail spaces is fundamentally based on a "love for the sport of cycling" and creating community hubs for enthusiasts.

Media Appearances

Lara has no verified media appearances

Work History

7-2025
Head of Architecture & Visual Merchandising at Rapha
4-2024 - 7-2025
Global Project Lead - Store Architecture & Visual Merchandising at Stella McCartney
4-2023 - 4-2024
Senior Project Manager at YourStudio - Strategy & Experience Design Agency
11-2021 - 4-2023
Senior Project Manager at Zone Creations Ltd
11-2019 - 11-2021
Project Manager at Seen Displays

Education

2013 - 2016
Bachelor’s Degree from University of Liverpool

More Information

Social Presence :

Prographics :

Exp : 9 Location : London, England, United Kingdom Job Level : Mid-senior Designation : Head of Architecture & Visual Merchandising at Rapha
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Insights For Selling To Lara

During A Call Or A Meeting

DO's

  • Talk about their team and how your product will help them do things better and easier
  • Be friendly and entertaining in your conversation
  • Invite them for a lunch or a drink/coffee

DONT's

  • Avoid cutting into their flow
  • Don’t push them to make a decision too fast, let them get comfortable first
  • Avoid ifs and buts, don’t talk too much about the risks etc.

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Lara is

  • Relationship and rapport can play an important role, sometimes more than the other factors.
  • Will you ever get a clear answer from Lara

  • They will probably never say no directly, you have to make that decision yourself.

Insights For Deal Planning

    How fast (or slow) will Lara move?

  • They are not the quickest decision makers, their friendly attitude could be misleading.
  • Can Lara take some risk or not?

  • They can take certain risks that are unlikely to have personal consequences.

You And Lara

Personality Compatibility


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