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Pandora Choosing Physical Stores Over Amazon

The $12.3 billion brand operates 2600 stores globally




A view into a Pandora store. Photography: Courtesy of Pandora

Jewelry brand Pandora (Copenhagen) will invest in physical stores rather than join e-commerce platforms like Amazon or Farfetch, its CEO told Reuters on Wednesday.

“If you’re a small and unknown brand, marketplaces offer a great opportunity, because they provide you with an audience. I already have an audience,” CEO Alexander Lacik said. “Eight out of ten women globally are aware of our brand, so I don’t need to make you aware of me. What I need to do is to show you what I’ve got, and I can do this much better if I have a direct relationship with my customer.”

Pandora is present on China’s T-mall e-comm platform but is not sold on Amazon or Farfetch. The brand operates more than 2600 stores globally, and those doors were responsible for 62 percent of its global sales from July through September of this year.



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