Pandora Tests New Store Concept

Pandora (Copenhagen, Denmark) has opened new stores in Milan and London under a new concept the jewelry retailer calls “Evoke.”

In a release, the retailer said a simplified layout was designed with the “omni-channel journey” in mind and that shoppers “will recognize Pandora’s campaigns at the front.” The stores also feature redesigned displays, a dedicated “gifting zone” and engraving services.

Following the openings in Italy and the U.K., the concept will launch in Guangzhou, China in December, and Pandora expects to introduce it in other key markets later in 2022. The retailer says it will gradually evaluate and improve the concept.

“Pandora is built on the concept of personalization and the idea that you can tell your story through your jewelry,” says Martino Pessina, Chief Commercial Officer, Pandora. “We now want to bring personalization to all customer touch points and create a unique shopping experience. Evoke is one of the key components of our personalization journey, and we have received very positive initial reactions from our customers.”