Pandora
Jewellery · Denmark
Pandora designs, crafts and sells affordable jewellery, best known for its charm bracelets, making it in its own workshops in Thailand and selling mostly through its own stores and web shops in more than 100 countries.
What makes it different
It makes its own jewellery, in Thailand.
11,210Employees in ThailandFY2025
Crafting in its own facilities rather than buying from suppliers is why Pandora keeps about 79 kroner of gross profit per 100 of sales.
How big it is
How big is Pandora?
DKK 32.5BRevenueFY2025
112MPieces soldFY2025
42,281EmployeesFY2025
How it makes money FY2025
Moments charms lead sales.
- Moments61%DKK 19.8B
- Timeless20%DKK 6.5B
- Collabs10%DKK 3.1B
- ME4%DKK 1.3B
- Other6%
How the business works
Craft in Thailand, sell through own stores.
- 1Own Thai workshops
- 2Charms added over years
- 3Own stores and web shops
A charm bracelet is never finished, so each gift occasion brings customers back for another piece.
Who owns it
- Parvus Asset Management Jersey Limited12.5%
- BlackRock, Inc.8.3%
CEO: Berta de Pablos-Barbier
Who it competes with
Key moments
- 1982Per Enevoldsen and Winnie Liljeborg open a jeweller's shop in Copenhagen
- 1989Pandora starts making its jewellery in Thailand
- 2000The charm bracelet concept launches in Denmark
- 2010Pandora lists on Nasdaq OMX Copenhagen
- 2019Alexander Lacik becomes CEO and a global brand relaunch begins
Sources
Every number on this page comes from Pandora's own reports.
Full profile
The rest of the story is in the app.
What Pandora tracks18 metrics
Pieces sold
Concept stores
Points of sale
Results, quarter by quarterwith a chart
Revenue
Profit
Margin
Where the money comes from4 regions
Europe, Middle East & Africa
North America
Asia Pacific
The full timeline21 moments
2024
2025
2026
Pandora vs Richemontside by side
Revenue
Profit
People
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