By Brecken Branstrator
brecken.branstrator@nationaljeweler.com
Endless opened its first standalone store in a shopping center in Tallin, Estonia this month, which is operated by a distributor partner.
New York--Danish jewelry brand Endless has opened its first standalone store and it is located in Tallinn, Estonia, a small, prosperous country in northern Europe.

The store is located in the city’s Ülemiste Center, the largest shopping center in Tallinn. It is owned and operated by a partner that distributes and carries the Endless brand across Estonia, the company said. 

The launch also represented the brand’s entrance into Estonia, making the country the 23rd new market for the brand in less than two years.

Endless will open a few more standalone stores, including in Taiwan and other select markets, over the coming weeks.

And while the company has said that it won’t “move toward mono-brand stores carrying Endless jewelry in existing markets,” Endless Founder Jesper Nielsen confirmed to National Jeweler that they most likely will open one to two partner-operated standalone stores in the United States within the next 12 to 18 months to help increase awareness of the brand.

He also said that the brand currently has no plans to open Endless-owned stores, instead increasing its presence via targeted retailers and supporting their sales, marketing, events and in-store activities.

Endless currently has approximately 3,500 partners in more than 20 markets worldwide, including more than 1,100 doors in the U.S. and Canada since its U.S. launch at JCK Las Vegas in 2014. 

For the fall the brand is introducing new sterling silver bracelets, three-string designs and a line of necklaces in the market.





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