Editor’s Note
**Editor’s Note:** Pandora strengthens its European footprint with the opening of its first Italian flagship in Milan, underscoring the brand’s commitment to a key market that contributes 7% of global revenues.
MILAN – Pandora is opening its first Italian flagship in Milan’s central shopping street Corso Vittorio Emanuele II, on the corner with the landmark San Babila square. To be officially unveiled Friday, the 2,690-square-foot space spans two levels and signals the Danish giant’s ambitions in one of its top five markets worldwide. Italy represents roughly 7 percent of Pandora’s global revenues, which as reported, were up 6 percent in 2025 to 32.55 billion Danish kroner, or 4.4 billion euros.
Housed in a ’30s building, the retail space blends Scandinavian minimalism with a Milanese design sensibility. The interior concept hinges on natural materials, soft lines and marble finishes — including the pink-hued flooring — to create a polished environment reflecting both the brand’s codes and local design culture. A key feature of the space is the heart-shaped sculpture on the mezzanine, inspired by one of Pandora’s very first charms. Curated design pieces — such as the Artichoke lamp by Louis Poulsen — and botanical additions ranging from the floral-nodding installations of Danish artist Rie Elise Larsen to real greenery in planters made from recycled blown glass and Carrara marble scraps, round out the space.
As for the jewelry showcased at the store, bespoke Pandora pieces worn on the red carpet by the likes of Pamela Anderson and Tyla are displayed in addition to the brand’s complete assortment, which is enriched by a special charm exclusive to the Milan flagship. Dedicated to the city’s Duomo, this features a lab-grown diamond and is finished off in 14-karat gold.
In general, Farmer said that collections such as Talisman are performing particularly well in the market.
Farmer said that even though it operates in a highly competitive and dynamic jewelry landscape, Pandora’s success resides in occupying a distinctive position at the intersection of accessibility, design quality and personalization.
In an interview with WWD, chief marketing officer Jennie Farmer underscored the role of Italy as “a strategic priority market for Pandora.”
Prior to the Milan opening, Pandora already had a strong presence in Italy via roughly 190 concept stores and around 400 multibrand partners nationwide.
The executive said the brand has zeroed in on Milan due to the city’s cultural relevance as a global capital of fashion and design, praising the location for its high visibility, which will enable the store to attract both local and international shoppers.
Established more than four decades ago as a jewelry atelier in Copenhagen and now listed on the Nasdaq Copenhagen stock exchange, Pandora is available in more than 100 countries. The company operates around 2,800 concept stores globally, with its jewelry sold also at 7,000 points of sale.