Pandora necklace

Pandora will open 28 Shop-in-Shops at Macy’s

Copenhagen, Denmark—Pandora partners with Macy’s to open 28 shops-in-shops across the United States this year

The expansion follows a soft launch in November 2021, in which the Danish jewelry brand opened five Macy’s stores in stores in Dallas, Houston, Atlanta and Garden City, New York.

The in-store shops have been met with “strong customer response,” Pandora said.

“As one of the nation’s leading retailers, Pandora views Macy’s as a strong partner to increase brand accessibility in the United States and accelerate the growth of our footprint,” said Luciano Rodembusch, President of Pandora North. America, in a press release about the partnership.

“We share a customer-focused culture and are confident that we will continue to achieve our ambitious growth goals in the market through this partnership aligned with our strategic network expansion efforts.”

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The new partnership is in line with Pandora’s long-term growth strategy, which seeks to increase market share and double revenue in the United States from 2019 levels.

The United States is Pandora’s largest market, accounting for 28% of total revenue in 2021.

“Macy’s is a destination for jewelry shopping, both affordable and high-end. We are thrilled to partner with Pandora to expand our jewelry assortment and offer our customers more exciting hand-finished jewelry and specialty options to help them develop their personal style,” said Jeff Gennette, CEO of Macy’s.

The department store chain announced its fourth quarter results on Tuesday, with comparable sales up 28% while the retailer added 7.2 million new customers.