Pandora sets up Asia HQ in Singapore to fuel regional growth

Jewellery brand Pandora has established its new Asia headquarters in Singapore as part of a push to expand across the region.

The Singapore office will oversee Pandora’s Asia Cluster, managing a mix of owned-and-operated stores and distributor markets. The move, supported by the Singapore Economic Development Board (EDB), signals the brand’s long-term commitment to both established and emerging markets in Asia.

Located in Marina Bay, in the heart of Singapore’s financial district, the headquarters will initially house around 50 staff across branding and marketing, market development, and operations. Recruitment is expected to begin in the coming months.

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“Asia presents a tremendous opportunity for Pandora. With dynamic markets like India, Japan, Indonesia and South Korea poised for expansion, Singapore’s strategic location and vibrant business environment make it the ideal base for our expansion in the region,” said Massimo Basei, chief commercial officer at Pandora. “We are investing in a dedicated set-up and bold hiring plans to build a strong foundation for sustainable growth.”

In tandem, Dino Tan, senior VP and head of Europe, EDB, said, “We welcome Pandora’s decision to establish its Asia headquarters here, leveraging Singapore’s position as a business hub for consumer companies looking to expand their reach across the region. Pandora’s expanded presence will add to the vibrancy of global lifestyle and consumer brands in Singapore and create exciting job opportunities for Singaporeans."

Currently, Pandora has store presence in these Asia markets: Singapore, Malaysia, Thailand, Hong Kong, China and Japan. 

MARKETING-INTERACTIVE has reached out for more information. 

The Singapore headquarters is part of Pandora’s broader global expansion strategy. In addition to crowning Singapore as its Asia base, the brand recently opened a new distribution centre in Maryland to power growth in the US. The facility is designed to support Pandora’s omni-channel strategy, reflecting the company’s commitment to strengthening its operations and presence across key global markets.

Pandora is not the only jewellery brand setting sights in Singapore. In October this year, Chow Tai Fook opened a new upscale concept store at Changi Airport's Jewel. Singapore is the Chinese brand outside China for the brand's new chain of premium outlets. 

The jewellery retailer already runs eight such outlets in cities such as Beijing, Shanghai, Wuhan, Shenzhen and Hong Kong, with plans to open one such store in Bangkok, Thailand by the end of the year. 

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