Pandora Takes Flight: Manchester Airport Welcomes Flagship Store in Major Travel Retail Expansion
Global jewellery giant Pandora has officially launched its first-ever UK-owned airport store, opening a dazzling new boutique in Manchester Airport’s Terminal 2. This landmark opening marks a significant strategic move for the brand, signalling a major investment in the lucrative travel retail sector. It is the first of three airport stores slated to open in 2025, with further locations debuting in London’s Gatwick and Luton airports later this year. The Manchester store is not just a new retail space; it’s a statement of intent, showcasing Pandora’s latest immersive design concepts and a product range meticulously curated for the global traveller.
A New Jewel in the Crown of Manchester Airport’s £1.3 Billion Transformation
The new Pandora store is a key addition to Manchester Airport’s ambitious £1.3 billion Transformation Programme. This decade-long project is one of the largest investments ever made in the Northern gateway, designed to revolutionize the passenger experience and create world-class facilities. The programme’s second phase focuses on enhancing the original Terminal 2, introducing a second security hall, and creating an extended, modern departure lounge filled with exciting new retail and dining options.
Upon its completion in 2025, an estimated 80% of the airport’s passengers will travel through the newly expanded Terminal 2, making it a hub of activity and a prime location for retail. The introduction of prestigious brands like Pandora, alongside others such as Lego and Chanel, is a core part of the airport’s strategy to provide a high-end, stylish experience for travellers. For Pandora, the timing and location are perfect. As Ross Monaghan, Sales Director at Pandora UK & Ireland, stated, “This new location comes at the perfect moment in the airport’s development and marks an exciting new chapter in our retail journey.”
The store itself is a spectacle, designed to capture the attention of busy travellers. It boasts a striking 14-metre pink-tiled façade, a signature of Pandora’s branding, complemented by two large-format digital screens that display captivating campaign imagery. This vibrant entrance reflects Pandora’s newest “Evoke 2.0” visual identity, a global store concept designed to be more than just a retail space, but an immersive and playful environment for shoppers.
Inside the World of Pandora: The “Evoke 2.0” Experience
The Manchester Airport store is one of the first to feature the innovative “Evoke 2.0” concept, which is being rolled out across Pandora’s global network. This new design philosophy moves away from traditional, linear store layouts to create a more welcoming, intuitive, and interactive shopping journey. The aim is to create a “warm, welcoming and playful” atmosphere that encourages self-discovery and personalization.
Key features of the Evoke 2.0 concept include:
A Welcoming Atmosphere: The design incorporates circular displays and warmer lighting to create a more feminine and inviting space, moving away from a purely clinical retail environment.
Interactive Zones: The store layout is optimized for customer flow and discovery, featuring dedicated areas like a “gifting zone” and a central “treasure table” showcasing new collections and best-sellers. A key feature is the iconic Pandora charm bar, where customers are encouraged to touch, feel, and creatively combine the brand’s vast array of charms and bracelets.
Focus on Personalisation: A dedicated area for engraving services is a cornerstone of the new concept, highlighting Pandora’s commitment to creating unique and meaningful jewellery.
This fresh aesthetic is about creating a memorable brand experience. “We’ve designed an exceptional space that we hope will connect with our existing loyal customers, as well as introduce Pandora to many new ones,” commented Monaghan.
Curated for the Traveller: Exclusive Collections and Personal Touches
The product assortment within the Manchester Airport store has been thoughtfully selected to cater specifically to the travelling customer, with a strong emphasis on gifting and personalization.
A World of Charms: For the first time in the UK, the store will offer a curated selection of national icon travel charms from destinations across the globe. This unique offering allows travellers to collect mementos of their journeys, whether it’s a charm of the Eiffel Tower to remember a trip to Paris or the Colosseum from a Roman holiday. The collection also includes whimsical travel symbols like suitcases, globes, and airplanes, allowing customers to build a bracelet that tells their personal travel story. In a special nod to its new home, the store features bee charms, paying tribute to the iconic worker bee symbol of Manchester.
The Brilliance of Lab-Grown Diamonds: Travellers will have the opportunity to explore Pandora’s stunning lab-grown diamond collections. Launched as part of a mission to “democratise diamonds,” these stones are physically, chemically, and optically identical to their mined counterparts but are created using sustainable practices. Pandora’s lab-grown diamonds are grown, cut, and polished using 100% renewable energy and are set in 100% recycled silver and gold, making them a more accessible and environmentally conscious choice for luxury shoppers. The collections, including ‘Pandora Nova’, ‘Pandora Era’, and ‘Pandora Talisman’, feature a range of modern designs from classic solitaires to symbolic pendants.
The Art of Engraving: A highlight of the in-store experience is the advanced engraving service. This goes beyond simple text, allowing customers to personalize their chosen pieces with symbols, letters, or even their own handwritten messages and drawings. This service transforms a piece of jewellery into a truly unique keepsake, perfect for a special gift or a personal memento. The process is simple, with customers able to draw their design on an in-store tablet, which is then precisely engraved onto their charm or pendant.
The full range of Pandora’s offerings, from the iconic ‘Moments’ collection to the elegant ‘Gold Pandora Essence’ range, will be available, ensuring that every type of traveller, whether purchasing a gift or a treat for themselves, finds something to cherish.
Pandora’s Strategic Ascent into Travel Retail
The opening in Manchester is a cornerstone of Pandora’s “Phoenix” strategy, a global plan focused on four key pillars: Brand, Design, Personalisation, and Core Markets. The travel retail sector is a significant area of focus for growth. High-footfall environments like airports provide a unique opportunity to connect with a diverse, international customer base and enhance brand desirability on a global stage.
The UK is one of Pandora’s most successful markets, with more stores per capita than anywhere else in the world. The decision to launch its airport retail expansion here, starting with the vibrant hub of Manchester, underscores the city’s importance to the brand’s UK strategy. “We’re incredibly proud to open our first ever standalone airport store and delighted to partner with Manchester; a city that holds huge importance for Pandora in the UK,” said Ross Monaghan.
This expansion is set to continue at a rapid pace. Following the Manchester launch, a second Pandora airport store is scheduled to open in Gatwick Airport’s South Terminal in mid-August, with a third following in London Luton Airport in early September 2025. This strategic trio of openings in some of the UK’s busiest airports positions Pandora perfectly to capture the attention of millions of domestic and international travellers, solidifying its presence as a go-to brand for affordable luxury and personalized gifting on the move. The team in Manchester is energized by this new venture, excited to “bring Pandora to life in such a dynamic location and to connect with both loyal and first-time customers on the move.”
