Pandora Jewelry is opening its first flagship store in the United States on June 6, located on the Las Vegas Strip. The new store covers 3,000 square feet, about three times the size of a typical Pandora outlet. It aims to offer a unique and immersive shopping experience that reflects the vibrant energy of Las Vegas.
The U.S. is Pandora’s largest and fastest-growing market, showing 12% revenue growth in the first quarter of 2025. Globally, the company reported 7% organic revenue growth, reaching $1.1 billion. Despite this success, Pandora faces challenges from tariffs imposed on imports from countries like Thailand, Vietnam, India, Italy, and China. These tariffs could cost the company $76 million this year and $137 million by 2026 if they continue.
Pandora’s CEO, Alexander Lacik, expressed confidence in the company’s profitability despite these headwinds. He emphasized that Pandora plans to remain profitable and competitive globally, which could help the brand maintain or even improve its position in the U.S. market. The company might consider moderate price increases if tariffs persist but does not plan any drastic price hikes.
The Las Vegas flagship store will feature several interactive elements to enhance customer engagement. A “Charm Bar” designed like a poker table will allow customers to mix and match charms to create personalized jewelry pieces. The store will also showcase live demonstrations by artisans who hand-engrave and enamel jewelry, highlighting the craftsmanship behind each piece. This is the first Pandora store in the U.S. to offer such an experience.
The store’s striking three-story facade is designed to stand out on the Strip. It also emphasizes Pandora’s growing line of lab-grown diamonds, a category that grew 22% in 2024, much faster than the 2% growth in its traditional charms and bracelets segment. Las Vegas was chosen for its global appeal and steady flow of visitors from across the U.S. and internationally. Pandora aims to shift public perception by presenting itself as a full jewelry brand, not just a charm bracelet company.
This flagship store is part of Pandora’s broader global expansion plan, which includes opening 15 to 18 flagship locations worldwide, with about three new stores planned each year. The Las Vegas store marks a significant step in the brand’s effort to deepen customer connections and elevate its retail experience in its most important market.
In summary, Pandora’s first U.S. flagship store in Las Vegas represents a strategic move to strengthen its presence amid tariff challenges. The store’s design and features aim to attract and engage customers, supporting Pandora’s goal to grow as a leading global jewelry brand.
