Who needs four stores on Oxford Street? Pandora does

Pandora, the Danish jewellery brand known for its silver charm bracelets, is today adding a fourth store to its portfolio of Oxford Street locations. But this store isn't like the three that came before it, it boasts a 'bold, custom store typology' - the first of its kind in London.

Pandora is expanding its presence in London today with the opening of Pandora Oxford Street West, located at 374 Oxford Street. Customers are invited to the iconic shopping street to explore Pandora’s full jewellery collections, including its Lab-Grown Diamonds collection and engraving services.

As the first of its kind in London,  the store features Pandora’s first fully tiled façade, with a striking entrance and window portals that maximise transparency, aka marketing visibility. Inside, the layout has been specifically designed to showcase Pandora’s elevated collections, such as Lab-Grown Diamonds.

Sarah Chenery, Marketing Director at Pandora UK, said: "With Pandora Oxford Street West, we set out to create more than just a normal store – we wanted to deliver a powerful statement for the brand.

"The façade was designed to provide real stopping power, while also inviting passers-by into the world of Pandora. Every detail of the store is intended to connect with clients in a meaningful and memorable way. We achieved this by carefully balancing architectural design, brand storytelling, and product visibility to create an experience that truly reflects Pandora."

To mark the occasion, the first 50 My Pandora members who visit the store on opening day will receive a £50 Pandora voucher and an engraved London skyline charm. The celebrations continue over the weekend with renowned fashion illustrator Angelica Roselyn, who will be in-store offering live gift box illustrations for customers.

In its most recent results, Pandora said it was delivering on its growth strategy and has "continued to elevate itself as a full jewellery brand". The company reported a 13% increase in EBIT to DKK 31.7 billion (£890 million) for 2024, even amid a year of "cautious" global consumers.

The Danish jewellery brand saw sales rise 13% to DKK 8 billion (£3.53 billion) for the period, driven by "strong" online growth that made up 27% of revenues and performance of its core jewellery collections.