Danish jewellery brand Pandora has opened a regional headquarters in Singapore as it seeks to step up growth across Asia. 

The new base will manage Pandora’s Asia cluster, which includes a combination of company-run stores and distributor-led markets across the region.  

The retailer described the move as underscoring its long-term focus on Asia as a strategic growth region, citing momentum in both established markets and newer territories. 

Pandora chief commercial officer Massimo Basei stated: “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.  

“We are investing in a dedicated set-up and bold hiring plans to build a strong foundation for sustainable growth.” 

The office is situated in Marina Bay, within Singapore’s central financial and commercial area.  

Pandora intends to build a team of 50 employees spanning branding and marketing, market development and operations, with hiring commencing in late 2025/early 2026. 

The establishment of the hub is supported by the Singapore Economic Development Board (EDB). 

Dino Tan, senior vice-president and head of Europe at EDB, added: “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." 

In October 2025, Pandora disclosed that its president and CEO Alexander Lacik will retire in March 2026 after almost seven years in the role.  

He will be succeeded by Berta de Pablos-Barbier, the group’s chief marketing officer.   

Pandora’s jewellery is available in more than 100 countries through 6,800 points of sale, including more than 2,700 concept stores.