CollectionsFeb 17, 2022
Pandora’s New Collection Charms Marvel FansMajorsFeb 23, 2022
Pandora to Open 28 Shop-in-Shops in Macy’s
The Danish jewelry company wants to increase its U.S. market share.
A 14-karat rose gold-plated pavé tennis bracelet set with green crystals from the Pandora “Timeless” collection ($150). Pandora expects to open 28 shop-in-shops in Macy’s this year.
Copenhagen, Denmark—Pandora is partnering with Macy’s to open 28 shop-in-shops this year throughout the U.S.
The expansion follows a soft launch in November 2021, in which the Danish jewelry brand opened five Macy’s shop-in-shops at stores in Dallas, Houston, Atlanta, and Garden City, New York.
The in-store boutiques were met with “a strong customer response,” said Pandora.
“As one of the nation’s premier retailers, Pandora values Macy’s as a strong partner to increase brand accessibility in the U.S. and accelerate our footprint growth,” said Luciano Rodembusch, president of Pandora North America, in a press release about the partnership.
“We share a customer-focused culture, and we are confident we will continue to achieve our ambitious growth goals in the market through this partnership aligned to our strategic network expansion efforts.”
The new partnership is in line with Pandora’s long-term growth strategy as it looks to increase its market share and double its U.S. revenue when compared with 2019 levels.
The U.S. is Pandora’s largest market, accounting for 28 percent of total revenue in 2021.
The Danish jeweler’s growth plan also includes enhancing its product offerings, recently introducing a new Marvel-inspired collection.
“Macy’s is a destination for jewelry purchases from affordable to high end. We are thrilled to partner with Pandora to expand our jewelry assortment and offer customers more exciting hand-finished jewelry and specialty options to help them enable their personal style,” said Jeff Gennette, CEO of Macy’s.
The department store chain reported its fourth-quarter results Tuesday, with comparable sales up 28 percent while the retailer added 7.2 million new customers.
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