Overview
Pandora is a global jewellery company whose signature products include charms and bracelets. It has expanded its range across jewellery categories while building its identity as a full-jewellery brand.[1][2] Founded in Copenhagen in 1982, the company describes its purpose as “We give a voice to people’s loves.” [3][4]
Pandora sells its jewellery in more than 100 countries.[5] For scale, it reported FY2025 revenue of DKK 32.549 billion and, at year-end 2025, 34,201 permanent and 8,080 temporary employees.[6][7] [1][2][6][7][7][3][4][5]
Products & services
Pandora’s jewelry portfolio includes bracelets, charms, rings, necklaces and earrings. Pandora Moments is a mix-and-match platform of charms and carriers; other named collections include Pandora ME, Pandora Timeless, Pandora Signature and Pandora ESSENCE. Pandora groups Moments, collaborations and ME within its Core portfolio, while Timeless, Signature, ESSENCE and Lab-Grown Diamonds are grouped under “Fuel with more.” [8][9][10][11]
Pandora describes its new jewelry as crafted using 100% recycled silver and gold, and says all stones it procures are man-made. Its Lab-Grown Diamonds are grown using CVD and then cut and polished.[12][13] In FY2025, the company’s reported revenue mix was Core 74%—Moments 61%, collaborations 10% and ME 4%—and Fuel with more 26%—Timeless 20%, Signature 2%, ESSENCE 3% and Lab-Grown Diamonds 1%.[14]
Services include engraving on eligible jewelry and jewelry-cleaning guidance; Pandora’s U.S. engraving information describes photo engraving as online-only and drawing or handwriting engraving as available online and at participating stores. Service availability varies by market.[15][16] [8][12][14][14][14][14][14][14][14][14][14][9][10][11][13][15][16]
Geographic presence
Pandora’s FY2025 revenue was DKK 32,549 million: EMEA contributed DKK 16,149 million (50%), North America DKK 11,762 million (36%), Latin America DKK 2,129 million (7%) and Asia Pacific DKK 2,509 million (8%); percentages are rounded.[17] Its retail network spans more than 100 countries and includes about 7,000 points of sale.[5]
At Q2 2026, Pandora reported 2,811 concept stores: 1,418 in EMEA, 657 in North America, 291 in Latin America and 445 in Asia-Pacific. Key-market sales that quarter included the US (DKK 2,411 million), UK (DKK 632 million), Italy (DKK 479 million), Germany (DKK 420 million), France (DKK 230 million), Australia (DKK 232 million) and China (DKK 75 million).[18][19]
Pandora’s headquarters are in Copenhagen, Denmark. Its crafting facilities are based in Thailand, and its primary distribution centres are in Germany, Thailand, the UK (third-party operated) and the US.[20][21] In FY2025, Pandora reported 42,281 employees, including 11,210 in Thailand and 9,948 in the US; the remaining 21,123 were distributed across other countries, none of which individually accounted for 10% or more of employees.[22] [17][18][19][20][21][22][5]
Business segments
Pandora reports product/business revenue under two segments: **Core** and **Fuel with more**. In FY2025, Core generated DKK 24,235 million, approximately 74% of revenue, and Fuel with more generated DKK 8,314 million, approximately 26%. Core comprises Moments, Collabs and ME; the company describes Core as charms and carriers focused on collectability. Fuel with more includes Timeless, Signature, PANDORA ESSENCE and Pandora Lab-Grown Diamonds, covering Modern Classics and lab-grown diamond products. FY2025 revenue shares were Moments 61%, Collabs 10%, ME 4%, Timeless 20%, Signature 2%, PANDORA ESSENCE 3% and Pandora Lab-Grown Diamonds 1%; minor differences in the sum reflect rounding.[23][14][8]
Pandora also reports revenue by region. In H1 2026, EMEA contributed approximately 48.5% of revenue, North America 35.8%, Asia-Pacific 8.6% and Latin America 7.1%, calculated from the reported regional sales amounts. Its FY2025 report separately stated rounded regional shares of 50%, 36%, 8% and 7%, respectively. These are reported geographic revenue categories; the cited disclosures do not establish them as separate IFRS operating segments.[24][17]
The company additionally breaks out sales channels: for Q2 2026, Pandora-operated retail accounted for 87% of revenue, wholesale 10% and third-party distribution 3%. Retail included concept stores (61% of total revenue), online stores (19%) and other points of sale (8%).[24] [23][14][8][24][17]
Company history
Pandora was founded in Copenhagen in 1982 by goldsmith Per Enevoldsen and his wife, Winnie Liljeborg, initially as a jewellery shop. It moved into wholesale in 1987 and began manufacturing in Thailand in 1989. In 2000, Pandora introduced its charm-bracelet concept in Denmark, which became a defining product for the company.[3]
The company expanded into North America in 2003 and several European markets in 2004–05, opening its first large-scale, fully owned Thai production facility in 2005. Private-equity firm Axcel acquired a 60% stake in 2008, and Pandora listed on NASDAQ OMX Copenhagen in 2010. Later milestones included a 2016 acquisition of store operations in Singapore and Macau, the 2018 launch of its Pandora Shine collection, and the 2021 launch of Pandora Brilliance, its first lab-created-diamond collection.[3][25][26][27][28] [3][25][26][27][28]
Sources
- PANDORA — Full financial report (2025 Y)
- pandoragroup.com[3]
- pandoragroup.com[4]
- pandoragroup.com[5]
- us.pandora.net[9]
- us.pandora.net[10]
- us.pandora.net[11]
- pandoragroup.com[13]
- us.pandora.net[15]
- us.pandora.net[16]
- PANDORA — Presentation (2026 Q 2)[18]
- PANDORA — Additional data (2026 Q 2)[19]
- PANDORA — Partial financial report (2026 Q 2)[24]
- pandoragroup.com[25]
- pandoragroup.com[26]
- pandoragroup.com[27]
- pandoragroup.com[28]
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