PANDORA

The PANDORA story


THE PANDORA STORY IS ABOUT A COMPANY WITH A DISTINCTIVE BRAND AND DISTINCTIVE PRODUCTS THAT IN JUST A FEW YEARS HAS MADE THE EXCEPTIONAL JOURNEY FROM A LOCAL DANISH JEWELLER’S SHOP TO A WORLD-LEADING, GLOBAL JEWELLERY COMPANY PRESENT IN MORE THAN 80 COUNTRIES.

1982-1999: The early years

It all started 30 years ago, in 1982. In a small jeweller’s shop in modest surroundings in Copenhagen, Denmark, Danish goldsmith Per Enevoldsen and his wife Winnie began the journey of what would one day become PANDORA.

From the beginning, they often travelled to Thailand in search of jewellery for importing. As the demand for their products increased, their focus gradually shifted towards wholesale to clients in Denmark.

In 1987, after several successful years as wholesalers, the retail activities were discontinued and the company moved to larger premises. Meanwhile, the first in-house designer joined the company and PANDORA began to focus on creating its own unique jewellery. In 1989, the company decided to start manufacturing its jewellery in Thailand.

2000-2011: Building an international presence

In 2000, PANDORA’s charm bracelet concept was first launched in the Danish market. Consumers embraced the concept, and in the following years, driven by a growing and encouraging demand, the company began to expand internationally, entering new markets such as the United States in 2003 – today the company’s largest market – and Germany and Australia in 2004.

Over the following years, PANDORA rapidly expanded its market presence from a Scandinavian platform to an international marketing and sales platform driven mainly by third party distributors and strong production capabilities in Thailand.

In order to increase production capacity, PANDORA opened a large scale, six-story fully-owned manufacturing facility in Thailand in 2005, which still forms a central part of the current production and infrastructure. In 2008, a second manufacturing facility was opened in the same area, followed by the third and fourth facilities in 2010, further strengthening the unique production setup.

In 2008, Axcel acquired 60% of PANDORA, and two years later, in 2010, PANDORA was listed on the NASDAQ OMX Copenhagen Stock Exchange.

PANDORA Today

PANDORA operates and manages a vertically integrated business model from in-house design and production to global marketing and direct distribution in most markets. PANDORA’s products are sold in more than 80 countries on six continents through approximately 10,000 points of sale, including approximately 1,200 Concept stores.

PANDORA has 13 offices around the world and employs over 9,000 people, of whom 7,000 are located in Gemopolis, Thailand, where the company manufactures its jewellery.

PANDORA’s mission – then and today – is to offer women across the world a universe of high quality, hand-finished, modern and genuine jewellery products at affordable prices, thereby inspiring women to express their individuality. All women have their individual stories to tell – a personal collection of special moments that makes them who they are. That is why we celebrate these moments. That is why we say these moments are unforgettable.

Like the story of PANDORA.