Experiential retail costs
Opening an experiential store is a significant investment. This guide explains how to plan the fit-out, structure the lease, claim available tax relief and measure whether the store is delivering a return.
Stella Athanasiadou Author Page
Partner, Audit & Assurance
Stella’s professional experience
Stella Athanasiadou is a Partner in the Audit & Assurance team at Price Bailey. She specialises in delivering high-quality audit services to large companies and complex groups, with particular expertise in the retail and manufacturing sectors.
Stella works with a broad range of clients, from early-stage businesses to AIM-listed and established private groups, providing both technical insight and practical, commercially focused advice.
Her role as a Mental Health Ambassador also underscores her valuable contribution to our firm and our people. Read more about Stella here.
What are Stella’s qualifications and areas of specialism?
Stella is a Chartered Accountant, having qualified in December 2017.
She studied Economics at Murray Edwards College, Cambridge, and was awarded a Master of Arts from the University of Cambridge in 2019.
Her key areas of specialism include:
- External audit for large and complex groups
- Retail and manufacturing sector audits
- Financial reporting under IFRS, FRS and relevant SORPs
- CASS audits (including CASS 6 and CASS 7)
- Safeguarding and FCA-regulated audits
- Grant audits across international frameworks
Stella combines strong technical expertise with a pragmatic approach, focusing on delivering audits that are both robust and commercially relevant.
What is Stella’s professional experience?
Stella joined Price Bailey in 2015 and progressed through the firm to Partner in 2026.
She has extensive experience leading audit engagements for:
- Large private companies and complex group structures
- AIM-listed entities
- FCA-regulated businesses
Her work includes both limited and reasonable assurance CASS audits, alongside broader financial statement audits and regulatory reporting.
Stella also has significant experience delivering grant audits under a range of frameworks, including:
- Innovate UK
- Horizon 2020
- Norwegian Ministry of Foreign Affairs (NMFA)
Published content and thought leadership
Stella is a frequent contributor to Price Bailey’s technical and sector-focused content, including:
- Retail sector insights
- CASS audits and safeguarding
- Audit and financial reporting developments
We can help
Contact us today to find out more about how we can help you
Articles by Stella
What are turnover leases and are they right for you?
A turnover lease is a lease in which the tenant’s rent – usually retail tenants – is determined in part, or entirely by the actual turnover generated by the tenant’s business operating out of the premises. Find out more here...
Is Buy Now Pay Later good for retailers?
Buy Now Pay Later (BNPL) may help retailers increase basket size and reduce checkout friction, but the commercial picture is more complicated once returns, fees and regulation are factored in.
What the new FCA BNPL rules mean for retailers
Retailers using BNPL may need to review checkout journeys, sales assumptions and provider arrangements ahead of the new FCA rules.