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Pandora is a premium jewelry brand and the market leader in the charm bracelet category with an estimated 9% share of the global wristwear market. The company was established in the 1980s in Denmark and since then has expanded globally. Pandora has 2,700 concept stores globally (1,380 owned and operated, and the remainder run by its franchise partners) as well as multibrand locations and stores-in-stores. Pandora owned retail accounts for 52% of sales, online for 13% and wholesale for 35%. Pandora generates almost 50% of revenue in Europe, 31% in the Americas, and 20% in the Asia Pacific. Charms and bracelets account for almost three fourths of its sales. The firm produces mostly internally in two jewelry-crafting facilities in Thailand.
Copenhagen, DK-1561, Denmark