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Pandora debuts new store concept in Birmingham

Published
today Sep 20, 2019
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Pandora’s retail refresh has started in the UK, with the Danish jewellery firm unveiling its new store concept at the Bullring shopping centre.


Photo: Courtesy of Pandora


It’s all about discovery and collecting, the company said as it described the new space. The unveiling is part of a comprehensive brand relaunch aimed at breathing new life into the charm maker.

In a bid to capture the new generation of tech-savvy consumers and ethical warriors, the new concept focuses on creating a welcoming and interactive environment. The new lighting design reduces energy consumption by at least 20% compared to the old format, and a ‘charm bar’ invites shoppers to mix and match bracelets and charms - emphasising the advantages of the physical retail experience. 

“Technology has changed how customers are shopping. With so many online choices, it is no longer enough for a brand just to sell high quality products. Visiting a Pandora store should be an intuitive and playful experience. It should be about discovering the treasures within. We are making the store a destination you want to spend time at,” said Mette Starup, vice president of retail at Pandora.


Photo: Courtesy of Pandora


The interior walls are decked in pale pink - Pandora’s new visual marker, and signal the rebirth of the brand as an Instagram-friendly, hip brand for young shoppers. 

This new narrative made its global debut at the end of August with a VIP event in LA, attended by some 400 international guests, and was then introduced in the UK with a major advertising campaign in Piccadilly Lights and a pop-up store in Covent Garden earlier this month.

Pandora said select elements of the new store concept have already been tested at a pilot store in Leicester, and the concept will be further developed over the next year. More than ten locations in the UK, US, Italy and China are expected to open with the new concept this year, and over 1,000 stores will have new window visuals.