Pandora establishes Asia headquarters in Singapore to drive regional expansion

New office to serve as central hub for Asia Cluster, supporting growth in key markets including Japan, South Korea, and India. 

Pandora, the world’s largest jewellery brand, today announced the opening of its new regional headquarters in Singapore, marking a key milestone in its strategy to accelerate growth across Asia.

The Singapore headquarters will oversee Pandora’s Asia Cluster, covering a mix of owned-and-operated stores as well as distributor markets across the region. Supported by the Singapore Economic Development Board (EDB), the move reflects Pandora’s long-term commitment to Asia as a strategic growth region, with momentum building in both established markets and emerging territories.

“Asia presents a tremendous opportunity for Pandora. With dynamic markets like India, Japan, Indonesia and South Korea poised for expansion, Singapore’s strategic location and vibrant business environment make it the ideal base for our expansion in the region,” said Massimo Basei, Chief Commercial Officer at Pandora. “We are investing in a dedicated set-up and bold hiring plans to build a strong foundation for sustainable growth.”

Mr. Dino Tan, Senior Vice President and Head of Europe, EDB, added, “We welcome Pandora’s decision to establish its Asia headquarters here, leveraging Singapore’s position as a business hub for consumer companies looking to expand their reach across the region. Pandora’s expanded presence will add to the vibrancy of global lifestyle and consumer brands in Singapore and create exciting job opportunities for Singaporeans."

The new office is located in the Marina Bay, in the heart of Singapore’s financial and commercial district. Pandora plans to build a team of around 50 people across branding and marketing, market development, and operations. Recruitment is expected to begin in the coming months.

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ABOUT PANDORA 

Pandora is the world's largest jewellery brand, specialising in the design, crafting and marketing of accessible luxury jewellery made from high-quality materials. Each piece is created to inspire self-expression, allowing people to share their stories and passions through meaningful jewellery. Pandora jewellery is sold in more than 100 countries through 6,800 points of sale, including more than 2,700 concept stores.

Headquartered in Copenhagen, Denmark, Pandora employs 37,000 people worldwide and crafts its jewellery using only recycled silver and gold. Pandora is committed to leadership in sustainability and has set out to halve greenhouse gas emissions across its value chain by 2030. Pandora is listed on the Nasdaq Copenhagen stock exchange and generated revenue of DKK 31.7 billion (EUR 4.2 billion) in 2024.

CONTACT

For more information, please contact:

Mette Østergaard Senior Specialist, Media Relations & Public Affairs +45 2859 5891 [email protected]

Johan Melchior VP, Media Relations & Public Affairs  +45 4060 1415  [email protected]