Pandora expands its distribution in the United States with a major new partner.
The Danish brand, among the largest jewelry companies in the world, will set up in-store boutiques at Macy’s. Five locations opened in late 2021, including Dallas, Houston and Atlanta. Now, the companies plan to open 28 more outposts before the end of 2022.
Pandora noted in a statement that the partnership is part of a campaign to “increase market share and double revenue in the United States compared to 2019.” The United States is Pandora’s largest market.
“As one of the nation’s leading retailers, Pandora views Macy’s as a strong partner to increase brand accessibility in the United States and accelerate the growth of our footprint,” said Luciano Rodembusch, President of Pandora North. America. “We share a customer-focused culture and are confident that we will continue to achieve our ambitious growth goals in the market through this partnership aligned with our strategic network expansion efforts.”
Jeff Gennette, CEO of Macy’s Inc., added, “Macy’s is a destination for jewelry shopping, whether affordable or high-end. We are thrilled to partner with Pandora to expand our jewelry assortment and offer our customers more exciting hand-finished jewelry and specialty options to help them develop their personal style.
At the WWD CEO Summit in November, Rodembusch explained how Pandora plans to refresh its product assortment and retail experience to reach a new generation of shoppers.
“We need to bring freshness to the brand and a good example of that is when we start talking to Gen Z, we need that freshness. Especially when you want to talk to a younger generation, you have to be more tuned in to what’s happening at the moment. You have to be a lot faster to be able to create really quickly,” he said of new lines like Pandora Me. ’emotion’ and convey a sense of the brand’s history and craftsmanship.