Pandora tests new store concept in Italy and the UK


The pilot will showcase products in new inspiring ways and offer a personalised shopping experience.

This weekend Pandora opened doors to its first stores under the new store concept Evoke in Milan, Italy and London, UK. The new concept, which is still in its test phase, aims to make shopping more intuitive and will improve speed of service, enabling customers to easily explore, find and try on products.

From the moment customers enter the store, the simplified layout allows them to navigate through different product categories and view the jewellery in newly designed displays. Two-thirds of Pandora’s revenue comes from gifting, and the new stores will have a dedicated ‘gifting zone’ with inspirational displays. As a further way to personalise the jewellery, the stores will also offer engraving service to customers.

“Pandora is built on the concept of personalisation and the idea that you can tell your story through your jewellery. We now want to bring personalisation to all customer touch points and create a unique shopping experience. Evoke is one of the key components of our personalisation journey, and we have received very positive initial reactions from our customers. We look forward to seeing our customers as they explore the new store concept together with us,” says Martino Pessina, Chief Commercial Officer, Pandora. 

The layout of the stores has been designed with today’s omnichannel journey in mind. More than 80% of consumers start their shopping online, and when they enter the new stores they will recognise Pandora’s campaigns at the front.

Following the openings in Italy and UK, Evoke will launch in Guangzhou, China in December, and Pandora expects to introduce it in other key markets later in 2022.  The new store concept will gradually be evaluated and improved, and new features will be added.


About Pandora
Pandora is the world’s largest jewellery brand. The company designs, manufactures and markets hand-finished jewellery made from high-quality materials at affordable prices. Pandora jewellery is sold in more than 100 countries through 6,700 points of sale, including more than 2,600 concept stores.

Headquartered in Copenhagen, Denmark, Pandora employs 26,000 people worldwide and crafts its jewellery at two LEED certified facilities in Thailand using mainly recycled silver and gold. Pandora is committed to leadership in sustainability and has set science-based targets to reduce greenhouse gas emissions by 50% across its own operations and value chain by 2030. The company is listed on the Nasdaq Copenhagen stock exchange and generated sales of DKK 19.0 billion (EUR 2.5 billion) in 2020.

For more information, please contact:

Johan Melchior
Director External Relations
+45 4060 1415