Pandora has revealed that, as a result of consumers’ new focus on online retail, its US financials for 2021 have been significantly up on 2019 figures for every quarter of the year so far.
Speaking to Yahoo Finance, Pandora jewellery president, Luciano Rodembusch, also discussed the brand’s focus on younger consumers and how it plans on securing their business moving forward.
Discussing the year’s financials generally, he said: “The third quarter [of 2021] was fantastic.” He revealed that Pandora has now, for the third quarter in a row, seen US sales up more than 50% on 2019 figures.
Meanwhile, moving on to the reasons for this newfound success, he added: “From a traffic point of view we’re still below 2019. I think all retail is now experiencing much less browsers, much more buyers, so conversion rates are higher than they used to be before the pandemic.
“In our case omnichannel is very important so the online channel is also connected with our retail brick-and-mortar store.”
Rodembusch intimated that, even though footfall is lower for Pandora than it used to be, this dichotomy has resulted in sales being up on pre-pandemic figures.
He also told Yahoo Finance that Pandora is channelling a lot of its efforts into capturing younger customers, particular Generation Z, and it believes that personalised jewellery is key to this.
Rodembusch joined Pandora this year and has previously worked at Tiffany, starting out as the company’s vice president for Latin America.