Headquartered in Copenhagen, Denmark, Pandora has evolved from a small family-run shop established in 1982 into the largest jewellery brand globally, marketing high-quality, handcrafted jewellery at accessible prices. Employing around 37,000 people and reporting revenues of DKK 31.7 billion (about EUR 4.2 billion) last year, Pandora’s distinctive appeal lies not only in its design and craftsmanship but also in its commitment to sustainability, using exclusively recycled silver and gold materials in its products.
The company’s global footprint extends across more than 100 countries, with sales driven through an extensive network of over 6,400 points of sale, including more than 2,400 concept stores, as well as robust online channels. Its jewellery, celebrated for its timeless, sophisticated designs imbued with personal meaning, resonates with consumers around the world, embodying themes of love and self-celebration as articulated by Mariane Heidingsfelder, Pandora’s senior vice president of Business Transformation.
Central to Pandora’s ambitious growth strategy is a comprehensive digital transformation aimed at enhancing the consumer experience across all touchpoints. The company has embraced the RISE with SAP programme, utilising SAP S/4HANA Cloud as the core of its new enterprise resource planning (ERP) system. This transition seeks to standardise and simplify business processes, making them more connected and easier to manage on a global scale. According to Heidingsfelder, this strategic shift is about digitalising the entire value chain—from manufacturing and internal operations to frontline store interactions—thereby creating a seamless and personalised consumer engagement.
A critical element of this digital transformation is the simplification of employees’ work lives. Lean, digitised processes supported by intuitive dashboards are designed to free staff from administrative burdens, enabling store associates to focus more on customer interactions and higher-value tasks such as innovation and problem-solving. The integration of embedded AI capabilities within SAP S/4HANA is another frontier Pandora is exploring, starting with small-scale learning initiatives to identify efficiencies that support employee workflows. Heidingsfelder emphasises that the company is boldly embracing advanced technology to accelerate business growth and innovation.
Pandora’s growth ambitions are also encapsulated in its “Phoenix” strategy, which targets expanding the brand, enhancing design, deepening personalisation, and strengthening its position in core markets, with a goal to be the most desirable name in affordable jewellery by 2026. Chief Digital & Technology Officer David Walmsley describes the current phase as a scaling stage following a period focused on reconnecting with core customers and emphasizing Pandora’s hallmark products like the Moments bracelet and charms. The ERP transformation primarily impacts key areas such as finance, inventory, and end-to-end processes that underpin an exceptional customer experience.
Sustainability remains a cornerstone of Pandora’s brand identity. The company made a landmark move by ceasing the use of mined metals and committing to 100% recycled silver and gold well ahead of its 2025 target. This commitment significantly reduces its environmental impact, with the carbon footprint of recycled silver being roughly a third of that from mined silver, while recycled gold emits less than 1% of the greenhouse gases compared to mined gold. Pandora estimates this approach saves approximately 58,000 tonnes of CO₂ annually. CEO Alexander Lacik has highlighted the enduring quality of recycled precious metals; silver mined centuries ago is as valuable and usable today as newly extracted metal, making recycling a vital lever in reducing the jewellery industry’s climate impact.
Pandora’s approach to sustainability reflects broader trends and challenges within the global jewellery market, where less than 20% of silver is typically sourced from recycled materials. The company is part of a growing wave advocating for circular supply chain practices, aligning its efforts with calls from sustainability leaders and bodies such as the Ellen MacArthur Foundation, who stress the importance of investing in circular economy initiatives. In a sector where sustainability considerations are still emerging, Pandora’s leadership sets a high standard by integrating environmental responsibility with technological innovation and customer-centric growth.
This dual commitment to digital sophistication and sustainability positions Pandora not only as a dominant player in the affordable jewellery market but also as a forward-thinking company that balances commercial success with social and environmental stewardship. The company’s continual reinvention, leveraging cutting-edge ERP systems and AI, alongside pioneering sustainability practices, underscores its vision to remain relevant and resilient in a fast-evolving retail landscape.
Source: Noah Wire Services
