Jewelry retailer, Pandora, has announced that they will invest in physical stores rather than joining e-commerce platforms such as Amazon. The company hopes to focus primarily on their relationships with customers, a direct benefit of brick-and-mortar stores.
“If you’re a small and unknown brand, marketplaces offer a great opportunity, because they provide you with an audience. I already have an audience. Eight out of ten women globally are aware of our brand, so I don’t need to make you aware of me. What I need to do is to show you what I’ve got, and I can do this much better if I have a direct relationship with my customer,” said Alexander Lacik, Chief Executive Officer.
Currently, Pandora operates more than 2,600 stores globally, and those doors were responsible for 62% of its global sales from July through September of this year.
Source: Pandora – VMSD
Photo Credit: Pandora- VMSD
