Jewellery brand Pandora has signed a deal with American department store Macy’s, showing its belief in the shop-in-shop retail strategy.

The brand, which also retails its own product from a chain of boutiques around the world, launched several shop-in-shop sites with Macy’s last year.

Following a strong customer response to the November 2021 soft launch in Dallas, Houston, Garden City, New York and Atlanta, the brand revealed, its partnership with the department store chain will expand from five to approximately 28 additional US locations in 2022.

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It believes the strategy will aid its plans to double the company’s US revenue.

“As one of the nation’s premier retailers, Pandora values Macy’s as a strong partner to increase brand accessibility in the US and accelerate our footprint growth,” said Luciano Rodembusch, president of Pandora North America.

He continued: “We share a customer-focused culture, and we are confident we will continue to achieve our ambitious growth goals in the market through this partnership aligned to our strategic network expansion efforts.”

Meanwhile, Jeff Gennette, CEO of Macy’s, commented: “Macy’s is a destination for jewellery purchases from affordable to high-end.

“We are thrilled to partner with Pandora to expand our jewellery assortment and offer customers more exciting hand-finished jewellery and specialty options to help them enable their personal style.”

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