The secret of Pandora’s success? Affordable jewelry to all women. As told to Corriere della Sera Massimo Basei, at the top of the Italian branch of the Danish jewelery giant in an article signed by Irene Consigliere.
Affordable jewelry for all women. It is the main mission of Pandora, a Danish company, founded in 1982 and listed on the Nasdaq OMX of Copenhagen, which realizaes and sells its manufacturers in more than 90 countries: mainly rings and bracelets, and necklaces and earrings as well. Jewelry created by artisans in Gemopolis in Thailand (the company has about 11,400 employees among them 7,900 in Thailand), which allowed it to close 2014 with a turnover of 1.6 billion euro, up 32.5% compared to 1.2 billion in 2013. «All of our jewelry is produced in Thailand for a strategic choice made by the founder of Pandora: that country has a deep knowledge on jewelry’s production, as well as an excellent availability of craftsmen with high expertise goldsmith», explains Massimo Basei, managing director for Italy, the second market in Europe after the UK. «A market, the one of our country, very fragmented with about 20 thousand jewelers, more than pharmacies», continues the Italian number one.
The article goes on explaining the Pandor’s future plans: the expansion’s strategy of the distribution network with the opening of 300 new stores (60 in Germany) within the year, a greater presence in China and Japan. And what about Italy? They are working on two fronts, retail and multi-brand, are expected hiring 13 sales account manager to get to nearly 200 employees, are improving the shopping experience and the strengthening of the offer.
«Our focus at the moment-states Basei- are rings, which are giving us a lot of satisfaction. We intend to expand more and more our offer maintaining naturally our position as a brand that offers affordable jewelry», concludes the manager.
