Danish jewellery brand Pandora to shut 100 stores in China, amidst reports of large-scale layoffs

The move follows a 15% drop in comparable sales in the country during the second quarter of 2025.

Copenhagen-based jewellery brand Pandora is set to close up to 100 concept stores in Mainland China, doubling its original target of 50, according to its Q2 2025 Interim Financial Report.

In the second quarter of 2025, the brand reported a 15% year-on-year drop in both like-for-like and organic growth in the market. The revenue share from the Chinese market has also plummeted to just 1%.

As part of its strategic efforts to optimise the store network in Mainland China, Pandora closed 12 concept stores during the quarter, bringing the total number of closures in 2025 so far to 22.

However, the brand emphasised that the closures in Mainland China will have "minimal impact" on Pandora's global organic growth. The company still expects 3% network expansion, with its plan to open around 25 shop-in-shops remaining unchanged. Globally, Pandora continues to expand the network with 400-500 targeted net openings through 2024-2026.

Alongside the store closures, large-scale layoffs are reportedly underway in Mainland China.

According to hk01 and 21jingji.com, employees affected by the closures will be laid off rather than redeployed to other stores. The reports added that affected staff will receive compensation packages, though no internal transfers are planned.

HRO has reached out to Pandora China for further comments and will update the story accordingly.

Pandora entered the Chinese market in 2015. As shown on its official website, the brand has 1,330 employees and operates 247 concept stores across 78 cities in the Greater China Cluster, which includes Hong Kong, Taiwan, Macau, and Mainland China markets.