Pandora became a household name in Denmark with the launch of its collection featuring the popular bracelet that can be tailored to individual tastes with a variety of more than 500 charms. Since 1999, the jewellery company has seen massive growth internationally. Pandora operates stores in a number of international airports, including, from 30 July, Copenhagen Airport.
Jewellery and accessories are “in br />According to Carsten Nørland, VP, Sales for Copenhagen Airports A/S, Pandora is a Danish comet in the jewellery universe, having enjoyed enormous success in Denmark as well as internationally in recent years. Therefore, it has been a priority to feature this particular, attractive brand at the airport:
“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 explains Carsten Nørland.
Focusing on the overall travel experience
Pandora pays careful attention to design, the overall shopping experience and to offering a high service level. Its range of jewellery includes the popular charms, the more exclusive LovePods collection along with several other lines.
“Naturally, as a Danish brand we are very proud to expand in the Danish market. 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 now 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 says Søren Busk, Retail Operational Manager, Pandora.
Greater price differentiation
The Pandora store is an element in the Airport’s strategy of developing the shopping centre towards offering greater differentiation of prices and more affordable brands. And that is just what passengers are demanding:
“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 explains Jan Hertz, VP, Market and Services for Copenhagen Airport.
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