A major highlight of the year was the complete renovation of all 18 Pandora stores across the Baltics to the new Pandora Evoke retail concept. As Pandora’s latest global store design, Evoke elevates the in-store experience through personalization, storytelling, and immersive engagement. This transformation reinforces Pandora’s position as a fulljewellery house and creates a more inspiring and welcoming environment for our customers.
In line with our growth ambitions, we also expanded our physical presence by opening an additional Pandora sales unit in Akropolis Vilnius, Lithuania’s most popular shopping mall. This new location allows us to serve more customers and offer an even better shopping experience in one of the region’s key retail destinations.
Personalization continued to be a central focus in 2025. We introduced in-store engraving services in 10 out of 19 Pandora stores, giving customers the opportunity to customize their jewellery and create pieces that truly reflect their personal stories. This service has taken the in-store experience to a new level, adding emotional value to everypurchase.
Another proud moment was the launch of the first-ever Pandora Baltics Charm, designed exclusively for the Baltic markets and available only in the region. Inspired by the traditional Cold Beetroot Soup, the silver charm celebrates Baltic heritage, togetherness, and meaningful moments - connecting local culture with Pandora’s global brand values.
Elevating customer experience was one of our key business priorities throughout the year. Alongside new concept stores, we invested in frequent sales team training and introduced a special Sales Ceremony, designed to ensure that every customer feels genuinely welcomed, valued, and celebrated during their visit.
Beyond retail, we strengthened our local relevance through collaborations with Baltic fashion designers, singers, and actresses. By working with local personalities and creatives, we connected the Pandora brand with regional art, culture, and self-expression in an authentic and inspiring way.
Internally, we also focused on building a strong and future-oriented organization. Through various workshops, our teams worked together to shape company values, reinforce culture, and align future objectives - ensuring we grow not only as a business, but also as a community.
Altogether, 2025 was a year defined by progress, creativity, and connection. We look forward to building on this momentum as we continue to grow, innovate, and create meaningful experiences for our customers across the Baltics.
