By Lenore Fedow
The Pandora store in the in the Bullring shopping center in Birmingham, United Kingdom is the first to be refurbished, reflecting the brand’s updated aesthetic.
Copenhagen, Denmark—Pandora opened its first refurbished store Thursday in Birmingham, United Kingdom, revamping the location to reflect the brand’s updated store layout and aesthetic following its relaunch.

The new design will roll out to more than 10 locations in the U.K., U.S., Italy and China, while more than 1,000 stores will feature updated window visuals.

The first revamped store in the U.S. will be in Westfield Garden State Plaza in New Jersey, opening in November in time for the holiday season, a Pandora spokesperson confirmed to National Jeweler Thursday.

The Birmingham store makeover involved an interior redesign with a focus on “creating a welcoming and interactive environment,” Pandora said in a press release.

The new design encourages discovery and collecting, the brand said, allowing customers to touch and feel the jewelry.

Shoppers can mix and match bracelets and charms at the charm bar or check out new products and bestsellers at a treasure table.
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“Technology has changed how customers are shopping. With so many online choices, it is no longer enough for a brand just to sell high quality products,” said Mette Starup, Vice President Retail at Pandora.

“It should be about discovering the treasures within. We are making the store a destination you want to spend time at.”

Pandora Pink, the brand’s newly adopted color, and its updated monogram adorn the wall behind the register as well as the window display.

20190920 Pandora New Store LayoutThe new design “encourages discovery and collecting,” featuring a charm bar and a treasure table.
An updated lighting design will reduce energy consumption by at least 20 percent compared to the current Pandora stores, reflecting a push towards sustainability.

The redesigned store, one of four Pandora locations in Birmingham, is located in the Bullring shopping center.

Select elements of the new store concept have been tested at a pilot store in Leicester, Pandora said, and the concept will continue to be developed into 2020.

Pandora’s online store has also been revamped with new product images as well as better site navigation and check-out.

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