Danish jeweler Pandora is in a New York state of mind, with plans to open a headquarters in the city in September.
“The biggest benefit we see coming to New York is access to a variety of talent across all functional areas, but with specialty retail talent,” said Luciano Rodembusch, Pandora’s president for the North America.
The brand already has nine stores in the Big Apple, including a flagship on 42nd Street in Times Square, and plans to further expand its retail footprint this year.
Rodembusch called the city dynamic, very active and a solid commercial center. “We also want to power this hub in New York so our store teams stay close to our enterprise teams, and we can stay connected to talent and our customers at the epicenter of retail in America. of the North,” he said. .
While the Danish jeweler has yet to determine the exact location of its headquarters, the goal is to find a 25,000 to 30,000 square foot space in midtown Manhattan, initially opening as temporary space, while building a permanent space. Rodembusch said rather than a single focus, the hub will be cross-functional, including sales, merchandising, marketing, finance, HR, digital and e-commerce, real estate, legal and corporate teams. operation, with an open floor plan to keep teams collaborative.
“Similar to our Baltimore hub, we want to make sure that in the New York office there are lots of common spaces and lots of light to spark innovation and great ideas,” a- he declared. (This Baltimore hub, along with a logistics center in Columbia, Maryland, will remain important cornerstones for Pandora’s business operations.)
The move will also be good for the company’s diversity and inclusion, according to Rodembusch.
“Diversity and inclusion is an integral part of our culture in North America. New York provides the quality of talent and talent attraction that we seek to continue to grow, who understand how best to deliver the best experiences for our customers,” he said. “Our employees and customers come from a wide variety of backgrounds, and expanding our talent pool in New York will only strengthen our brand.”
The new Manhattan headquarters center marks a strategic next chapter for Pandora, which had a banner year in the United States in 2021, surpassing $1 billion in sales and growing 51%, “aligning with our ambition to increase our market share and double our revenues in the United States compared to 2019 in the longer term,” said Rodembusch.
Pandora is now working to protect that growth by “fuelling brand momentum, enhancing product offerings, driving strategic network expansion, and creating superior omnichannel journey and satisfaction,” according to Rodembusch.
“Pandora, like any retailer, is impacted by the economic situation,” he explained, when asked about a possible recession in the American market. “There is less money in the market. But because we have high quality jewelry at affordable prices and focus a lot on the important moments, it creates a natural hedge against a down market.
“The economic climate in the United States demands that we work harder to create real and unique experiences for our customers, and that we continue to adapt to make changes to support their milestones,” continued Rodembusch. “Our stores have seen customers give extra meaning to each of our pieces they buy in this economy.”
Pandora is rolling out Evoke, its latest retail concept, which opened in May at the Bay Plaza mall in Bronx, NY, and has since opened at Freehold Raceway Mall in Freehold, NJ, and Christiana Mall. near Newark, Del “The new concept makes shopping more intuitive and improves speed of service, emphasizing personalization and allowing customers to easily explore, find and try products. We look forward to more locations to come. We want to both bring these stores to new markets and reward our loyal fans with this new shopping experience,” Rodembusch said.
The stores were previously rolled out in Europe and, according to Rodembusch, helped the company adapt it to the US market, where it plans to open three more in New York as well as Seattle, Los Angeles and San Francisco before the end of the year.
The updated layout is designed “with today’s omnichannel journey in mind for our over 80% of consumers who start shopping online, and delivers a special brand experience, including the interaction with our campaigns and on-site burning,” he said.
Also on the retail front, Pandora is in the early stages of rolling out in-store stores at Macy’s department stores, which Rodembusch said he “sees as a strong partner in attracting younger customers.”
Pandora opened in five doors at Macy’s in late 2021 to test the boutique-in-boutique concept and things went “pretty well,” according to the North American president. Today, the partnership is growing, and the company has opened stores in 14 Macy’s stores across the United States, with further expansion planned through the end of this year.
“We have great hand-finished and affordable luxury offerings with collections like Pandora ME and Marvel that are popular with millennials and Gen Z. So it was a very thoughtful and mutually rewarding partnership,” said Rodembusch. The Marvel Bond, which debuted in February, has generated some 40 million social media impressions – and a waiting list of 17,000 and counting for The Avengers Infinity Stones ring, priced at $100.
Pandora entered the U.S. market with the success of its popular charm collection as an entry point for customers, and now new lines, like its Signature Collection, are “discovering for everyday use and doing well,” according to Rodembusch. . Solid gold and gold-plated offerings have also become significant contributors to Pandora’s business in North America.
“The roots of our Baltimore brand have been established for decades and our relationship with the local community is very strong,” he said. “Now we aim to continue that in Baltimore and only add value by expanding and establishing our same values and behaviors in New York.”