Pandora is taking over an expansive distribution and sales network in Portugal as the Danish jeweller aims to further strengthen branding strategies in this key European market. 

The company is acquiring the retail network from its Portuguese partner, Visão do Tempo. The local distributor operates 25 concept stores and nine shop-in-shops in the country, which means all 34 locations will eventually open as Pandora-owned and operated stores beginning July 20.

“Portugal is one of the top markets in Western Europe and we see great potential to further strengthen our brand and drive growth,” shared Olivier Kessler-Gay, general manager of the Western Europe market cluster at Pandora. “Pandora is a main actor in the Portuguese jewellery sector, and we plan to continue the positive development.”

According to the company, the acquisition supports its Phoenix strategy aimed at driving growth through several initiatives, including strategic network expansion. With this acquisition in Portugal, Pandora aims to better control its brand development, build its omni-channel business and improve product offering.

Most of the stores are in key cities and at premium locations and are visited by Portuguese customers and tourists. Pandora’s Portuguese business has delivered strongly over the past 10 years. In 2021, Visão do Tempo reached more than EUR24 million (around US$25.35 million) in sales.