Pandora

Pandora A/S is a global jewelry company built on the customizable charm bracelet concept. Founded in 1982 by Per and Winnie Enevoldsen in Copenhagen, Denmark, the business started as a small family shop importing jewelry from Thailand. During the late 1980s, the founders shifted to wholesale operations and established their own manufacturing base in Thailand, a strategic move that allowed the company to produce high-quality pieces at scale and competitive costs.

The turning point came in 2000 with the launch of Pandora's signature charm bracelet system. This product innovation transformed the brand from a regional player into an international force. The company went public in 2010 with one of Europe's largest IPOs that year, following a 2008 investment from private equity firm Axcel. Today, Pandora operates approximately 2,700 concept stores and maintains over 6,700 points of sale across more than 100 countries on six continents as of November 2025.

The company's product portfolio now extends well beyond charm bracelets to include hand-finished rings, earrings, necklaces, and lab-grown diamond jewelry. Revenue reached 19 billion Danish kroner, roughly $2.7 billion USD, in 2024, positioning Pandora among the world's largest jewelry retailers by sales. The company employs more than 26,000 people globally, with significant operations concentrated at its manufacturing facilities in Thailand.

Over the past five years, Pandora has undergone a notable evolution centered on sustainability and digital transformation. In 2021, the company committed to using lab-grown diamonds and pledged to source only recycled silver and gold by 2025. These commitments reflect a broader shift toward responsible sourcing and environmental stewardship that now defines the brand's positioning.

Pandora's current expansion strategy focuses on new concept stores and omnichannel integration across key markets. The company is actively pursuing high-traffic retail locations in North America, Europe, and select Asia-Pacific cities, with particular emphasis on flagship and experiential formats. Europe and the United States remain the largest revenue contributors, though the company continues to evaluate growth opportunities in emerging regions. As a publicly traded company on the NASDAQ OMX Copenhagen Stock Exchange, Pandora brings established financial credibility and proven operational scale to retail partnerships. Its combination of global brand recognition, flexible store formats, and demonstrated ability to adapt to consumer trends makes it a consistent presence in the commercial real estate market.