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Pandora's largest concept store opened in London earlier this month
New stores galore for Pandora
 3.2 k views | Posted September 16, 2013 | By Emily Mobbs • Former Editor
Having opened five new stores in Australia and New Zealand amid what
many would consider uncertain economic times, Pandora is forging ahead
with a view of adding more stores before the end of the year.
Pandora Australia president David Allen said new locations included Morayfield in Queensland, Epping in Victoria, Mount Druitt in New South Wales, and Botany and Queen Street, both in New Zealand.
“These areas have been carefully chosen as part of a long-term strategy that involves Pandora management and our valued franchise partners,” Allen explained. He also confirmed that the company planned to open additional stores over the coming months.
Jeweller reported in August that the Australian operation of the jewellery brand recorded an 18.2 per cent (in local currency) rise in sales to DKK 153 million (A$30m) for the second quarter of 2013, compared with the same period last year.
At the time, Allen said the figures were the result of continued high demand for the Pandora offering, fuelled by an increase in the number of product launches and more focus on branded distribution channels.
New stores don’t stop in Australia
The store openings also coincide with the launch of Pandora’s largest concept store to date, located on Oxford Street in London.
The 200-square-metre store officially opened earlier in September and features two floors, computer tablet technology that allows for a new processing transaction system and the latest “Evolution’” furniture, which is reportedly the next stage in Pandora’s store design concept. The furniture has not yet been introduced in Australia or New Zealand.
Commenting on the new store, Pandora president for Western Europe, Peter Andersen said: “We have wanted to open a Pandora flagship store in London since the beginning and this is something we have been working towards for five years, we are very happy to have been able to realise this dream.
“The store will allow us to offer an unrivalled customer experience and will be a major attraction for shoppers from across the globe.”
The opening aligns with the jewellery brand’s strategy of focusing on branded sales channels by upgrading existing stores and opening new concept stores.
At the end of June 2013, Pandora had 10,337 points of sale worldwide, including 949 concept stores in more than 70 countries. Concept stores generate almost half of the jewellery brand’s direct sales.
As previously reported by Jeweller, Pandora achieved strong sales figures in the first half of this year, and even upgraded its 2013 financial expectations as a result. The company expected to open about 175 concept stores globally this year, an increase from the 150 stores that was originally planned.
More information:
More strong results for Pandora jewellery
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