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Pandora Unveils New Retail Concept in the U.S.

“Pandora is on a journey,” said Sid Keswani, the Copenhagen-based jewelry brand’s president of the Americas, “and we know transformation doesn’t happen overnight.”
It’s a sentiment that rings true in recent months as the brand, known for its customizable charms, pushes forward with a massive rebranding effort.
The refresh, which the jewelry brand kicked off in Los Angeles with a consumer-facing street art celebration and influencer luncheon, sees the brand take on a new visual identify, redesigned logo, an updated web site, and launch new collections. Now, just in time for the holiday season, the relaunch is entering a new phase with the opening of a retail concept at the Westfield Garden State Plaza in Paramus, N.J.
“Our goal is to hit as many touch points as we can, and the retail floor is our most important touch point,” Keswani said of the rebrand strategy.
The new retail concept first launched in September in the United Kingdom but the Paramus store is the first of its kind Stateside.
The refurbished store space, which originally opened in 2014, has 735 square feet of active selling space and reimagines everything from color choice to lighting. But the real focus, according to the executive, is creating a welcoming

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Via:: https://wwd.com/accessories-news/jewelry/pandora-unveils-new-retail-concept-in-the-u-s-1203364100/