Pandora opened four new concept stores in Australia last month – in the T2 Terminal at Sydney Airport, the Greenwood Plaza Shopping Centre in North Sydney, the Westfield Shopping Centre in Sydney’s Burwood and the Marina Mirage Centre on the Gold Coast.
The company’s first concept store was opened in Sydney’s Bondi Junction Westfield Shopping Centre earlier in 2008.
Pandora brand manager Jeff Burnes said the company is opening the stores (which will be “run as franchises”) as part of a major branding drive.
“We are placing Pandora stores in key locations to develop and grow our brand awareness,” he said.
“As Pandora becomes part of the shopping landscape in major retail centres across the country, so our brand awareness will deepen. This will allow more customers to gain an appreciation of our products and the welcoming, engaging experience of purchasing Pandora jewellery.
“Each of the retail outlets will be run according to strict Pandora guidelines, with a focus on creating excitement and interest in the brand, at key shopping destinations,” he said.
At this stage he said the company did not know how many more concept stores would be opened this year.
“We will assess each opportunity on its own merits,” he said, adding that the company had recently been “approached with some excellent retail opportunities”.
The complete Pandora range, including Mix & Match, Ring Upon Ring and LovePods lines, will be carried in each store.
Currently more than 620 retailers in Australia and New Zealand stock Pandora jewellery.