Pandora’s President of the Americas talks retail
Select language to see a machine translation of this article. The original language of the Article is English and the translation is provided for your convenience.

Pandora’s President of the Americas talks retail

Scott Burger, President of Pandora Americas, sees a strong future for the brand. While he realizes it’s not immune to wider retail trends – and he confesses that he has, at times, been challenged by them – he thinks the company’s quality over quantity approve will see it thrive. But that’s not the only reason Pandora might outperform in an otherwise difficult brick-and-mortar retail environment: how and where it sells its products are as important as the appeal they have for the company’s customers.

Burger, who is responsible for all of Pandora’s operations in North and South America, says that he never goes into a year wanting to open a specific number of brick-and mortar stores. For him, this is the wrong logical progression: stores should be opened in accordance with demand and opportunity – expecting the world to work the other way round, and conform to your expectations, is simply wrong.

“I think many retailers got ahead of their skis a little bit,” he said. This is a reference to the troubled times traditional retailers are facing, and the lack of preparation many companies displayed for the shift towards Ecommerce.

But Burger also believes there is value in putting your product in the hands of other sellers. Independent jewelers, he notes, are thriving in standalone locations rather than malls and shopping centers. One particularly profitable jeweler for Pandora is Timonium’s Smyth Jewelers. The appeal of these dedicated stores may be on the upswing as Amazon has managed to put a shopping mall in everyone’s pocket. But bespoke items still have real world appeal, and putting Pandora beads and bracelets next to them has been a big win for the company.

“It’s great for us to know that we’re with the best and brightest in independent jewelry,” he said. That approach may well be why Pandora’s overall store count has never decreased in a calendar year.

Disclosure

 

Dominion holds Pandora in its Global Trends Luxury Fund.

Scott Burger, President of Pandora Americas, sees a strong future for the brand. While he realizes it’s not immune to wider retail trends – and he confesses that he has, at times, been challenged by them – he thinks the company’s quality over quantity approve will see it thrive. But that’s not the only reason Pandora might outperform in an otherwise difficult brick-and-mortar retail environment: how and where it sells its products are as important as the appeal they have for the company’s customers.

Burger, who is responsible for all of Pandora’s operations in North and South America, says that he never goes into a year wanting to open a specific number of brick-and mortar stores. For him, this is the wrong logical progression: stores should be opened in accordance with demand and opportunity – expecting the world to work the other way round, and conform to your expectations, is simply wrong.

“I think many retailers got ahead of their skis a little bit,” he said. This is a reference to the troubled times traditional retailers are facing, and the lack of preparation many companies displayed for the shift towards Ecommerce.

But Burger also believes there is value in putting your product in the hands of other sellers. Independent jewelers, he notes, are thriving in standalone locations rather than malls and shopping centers. One particularly profitable jeweler for Pandora is Timonium’s Smyth Jewelers. The appeal of these dedicated stores may be on the upswing as Amazon has managed to put a shopping mall in everyone’s pocket. But bespoke items still have real world appeal, and putting Pandora beads and bracelets next to them has been a big win for the company.

“It’s great for us to know that we’re with the best and brightest in independent jewelry,” he said. That approach may well be why Pandora’s overall store count has never decreased in a calendar year.

Disclosure

Dominion holds Pandora in its Global Trends Luxury Fund.


If you would you like to receive the Newsfeeds daily, please click here to sign up now!

Help us make this Newsfeed better by rating this article. 1 star = Poor and 5 stars = Excellent
0.0/5 rating (0 votes)

Disclaimer
The views expressed in this article are those of the author at the date of publication and not necessarily those of Dominion Fund Management Limited. The content of this article is not intended as investment advice and will not be updated after publication. Images, video, quotations from literature and any such material which may be subject to copyright is reproduced in whole or in part in this article on the basis of Fair use as applied to news reporting and journalistic comment on events.