DENMARK. Copenhagen Airport has opened a new Pandora concept store as part of its strategy to offer greater price differentiation and more affordable brands. The store opened on 30 July.
Copenhagen Airports Vice President of Market and Services Jan Hertz said: “We are in the process of developing the shopping centre and replacing a number of units in order to achieve greater price differentiation. We want to offer value for money, whether your tastes are for oysters and Chanel or spaghetti and leisure clothing. We want to offer something for all tastes.”
Copenhagen Airports Vice President of Sales Carsten Nørland said: “Jewellery and accessories are very much “˜in’ at the moment and in high demand with passengers. When we realised that there was an untapped potential in accessories, Pandora was an obvious choice, being a well-known brand both in Denmark and internationally. Also, Pandora complements the other stores at the airport in terms of price and product range.”
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With Pandora (pictured is the brand’s recently opened outlet at Singapore Changi Airport) Copenhagen Airport aims to develop its strategy of offering greater differentiation of prices and more affordable brands | |
Pandora has paid careful attention to design, improving the shopping experience and to offering a high service level, the airport said. Its range of jewellery includes the collection of popular charms and the LovePods collection.
“Naturally, as a Danish brand we are very proud to expand in the Danish market,” said Pandora Retail Operational Manager Søren Busk. “Copenhagen has been central to Pandora from the start – this was where the company started out as a small basement shop in 1982, from which we’ve grown to 250 concept stores around the world. It is with immense pride that we are now achieving a stronger positioning in the region with a store at Copenhagen Airport.”
About Pandora
Pandora was founded in 1982 in Copenhagen and today employs over 3,500 people worldwide. It gained popularity in Denmark with the launch of its collection featuring the bracelet that can be tailored to individual tastes with a variety of more than 500 charms. Today Pandora is said to be the world’s third-largest jewellery brand, distributing its jewellery to more than 40 countries on six continents, including a number of international airports. The Pandora collection currently comprises over 1,800 unique jewellery designs.
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