Pandora appoints Massimo Basei as Chief of Retail Operations


Today Pandora announced that Massimo Basei will become the company’s new Chief of Retail Operations from April 1. Massimo Basei is promoted from General Manager, Southern Europe, Middle East & Africa and will report to CEO Alexander Lacik and serve on Pandora’s Executive Leadership Team.

Pandora also announced that its nine market clusters will now report directly to CEO Alexander Lacik. Chief Commercial Officer Martino Pessina is stepping down. 

The organizational change is an evolution of Pandora’s long-term growth strategy, Phoenix. After having rebuilt the company’s operational foundations, Pandora is now turning its attention outwards to further accelerate brand desire as well as delivering a world class customer experience. The change will allow for higher focus and faster decision making.

As CRO, Massimo Basei will be responsible for global retail operations across Pandora’s 6,500 points of sale in more than 100 markets. This includes network expansion, franchise relations, omni-channel experience, store development, and global merchandising. 

“We are executing on our growth strategy at high speed, as reflected in our strong financial performance. With this change we accelerate our efforts to bring an even better experience to millions of customers around the world,” said CEO Alexander Lacik. 

“I am happy that Massimo will take the role as Chief of Retail Operations. Over the past 13 years, he has established Italy as one of Pandora’s largest markets and built an exceptionally strong position for the brand. I thank Martino for taking our retail operations important steps forward by expanding our store network and evolving our omni-channel approach,” said CEO Alexander Lacik.

Massimo Basei is an Italian national who joined Pandora as country manager for Italy in 2010. Since then, he has successfully taken on additional responsibility to lead commercial operations across all Pandora’s markets in Southern Europe, Middle East and Africa. Massimo Basei is currently living in Milan with his wife and three children. They will move to Copenhagen later in the year. He holds an M.Sc. in economics from Università degli Studi di Trieste.

Sara Bergiotti, currently sales director of the Southern Europe, Middle East & Africa cluster, will take over as general manager of the cluster.


About Pandora
Pandora is the world’s largest jewellery brand. The company designs, manufactures and markets hand-finished jewellery made from high-quality materials at affordable prices Pandora jewellery is sold in more than 100 countries through more than 6,500 points of sale, including more than 2,500 concept stores.

Headquartered in Copenhagen, Denmark, Pandora employs 32,000 people worldwide and crafts its jewellery at two LEED-certified facilities in Thailand. Pandora is committed to leadership in sustainability and will purchase only recycled silver and gold for crafting its jewellery by 2025 and halve greenhouse gas emissions across its value chain by 2030. Pandora is listed on the Nasdaq Copenhagen stock exchange and generated sales of DKK 26.5 billion (EUR 3.6 billion) in 2022.

For more information, please contact:

Johan Melchior
VP, Media Relations & Public Affairs
+45 4060 1415
Bilal Aziz
VP, Investor Relations & Treasury
+45 3137 9486