In the second quarter of this year, Danish jewelry powerhouse Pandora reported strong financial outcomes, bolstered by substantial demand in the United States and continued international expansion.
Pandora’s organic revenue experienced an 8% increase year-on-year, driven by a 3% growth in like-for-like (LFL) sales and a 5% contribution from network expansion. The company’s net income experienced a minor rise, amounting to DKK 803 million (approximately US$125 million), a slight increase from DKK 799 million (US$124 million) during the same quarter last year.
Geographically, the United States remained Pandora’s primary growth driver, with an 8% LFL sales boost in Q2. Other regions showed promising results as well: the rest of the world reported a 6% LFL growth, while Europe exhibited a modest 1% growth. Nonetheless, several key European countries such as Spain, Portugal, the Netherlands, and Poland, demonstrated impressive double-digit gains.
In the second quarter of 2025, Pandora expanded its retail footprint, launching a net of 17 concept stores and adding eight Pandora-operated shop-in-shops. This brings the total to 93 concept stores and 87 shop-in-shops globally over the past year.
Physical retail remains a significant part of Pandora’s strategic focus, although the company is refining its market approach. Between 2024 and 2026, Pandora plans to open 400 to 500 net concept stores. However, the full-year 2025 target has been revised down to 25–50 net openings from the initial forecast of 50–75. This adjustment reflects intensified optimization initiatives in China, where up to 100 store closures are now anticipated, doubling the previous minimum estimate of 50.
Despite these expected store closures in China, Pandora projects to maintain 3% network-driven organic growth for the year. The company’s plan to inaugurate approximately 25 new Pandora-operated shop-in-shops this year remains unchanged.
One significant highlight of the quarter was the opening of Pandora’s second global flagship store on the Las Vegas Strip. With a target of transforming up to 1425 stores by the end of 2026, Pandora aims to enhance both customer experience and brand visual identity significantly.
Later this year, Pandora plans to launch two new charm collections, Pandora Talisman and Minis, targeting younger, value-conscious shoppers. Additionally, the company aims to sustain momentum around its ‘Be Love’ campaign, emphasizing localized storytelling and influencer activations in crucial markets.
Pandora also recognizes the increasing cost pressures related to tariffs, particularly in the United States. Import duties on goods from Thailand, China, Vietnam, and India are expected to cost the company DKK 200 million (US$31 million) in FY25, potentially rising to as much as DKK 450 million (US$70 million) annually by FY26.
What drove Pandora’s growth in the second quarter?
Pandora’s growth in the second quarter was driven by robust demand in the United States and continued international expansion.
What are Pandora’s plans for physical retail expansion?
Pandora plans to open 400 to 500 net concept stores between 2024 and 2026. However, due to optimization efforts in China, the company has revised down its full-year 2025 target to 25–50 net openings.
What are some of the challenges Pandora currently faces?
Pandora is facing increasing tariff-related cost pressures, particularly in the United States, where import duties on goods from several countries are projected to cost the company up to DKK 450 million (US$70 million) annually by FY26.
