Joan VerdonSenior Contributor Retail
Jewelry retailer Pandora, a brand that’s been tarnished by declining sales, today revealed how it plans to draw shoppers back to its U.S. stores, with the opening of its first new concept store in this country.
The 735 square foot store in the Westfield Garden State Plaza mall in Paramus, N.J. is decked out in Pandora’s new signature shade of pink, and includes features and services designed to give people reasons to come to the store.
Shoppers can get charms engraved, or their jewelry cleaned, on the spot. The store has a more open floor plan, with more of the charms, rings, bracelets out in the open, instead of behind glass, and available to be touched and tried on.
Store traffic is the most important driver of sales growth for Pandora, according to Alexander Lacik, the new President and CEO of Pandora. The current sales slump, Lacik said in the third-quarter earnings call Tuesday, can be attributed to “less people coming through the door,” a trend the brand relaunch is designed to reverse. (READ MORE)
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