Pandora Appoints New Chief Retail Officer

Danish fashion jewelery retailer Pandora has promoted Massimo Basei to chief retail officer from his position as general manager for Southern Europe, Middle East and Africa.

Basei will take up his new position in April and will report to Managing Director Alexander Lacik, making him part of the jewelry brand’s leadership team.

As Chief Retail Officer, Basei will be responsible for global retail operations at Pandora’s 6,500 stores in over 100 markets. This includes expanding the network, designing the stores, global merchandising and expanding the omnichannel strategy.

Pandora confirmed that the nine market segments will now report directly to Lacik as part of the brand’s long-term growth strategy. “We are executing our growth strategy at a rapid pace, which is reflected in our strong financial performance,” the CEO said in a statement.

“I am delighted that Massimo will be taking over the management of the retail business. Over the past 13 years he has established Italy as one of Pandora’s largest markets and built an exceptionally strong position for the brand. I would like to thank Martino for taking our retail business an important step forward by expanding our branch network and further developing our omnichannel concept,” continued Lacik.

Sara Bergiotti, current sales director for Southern Europe, Middle East and Africa, will assume overall leadership of the segment, while commercial director Martino Pessina is stepping down, Pandora said.

This translated post previously appeared on Translation and editing: Pia Schulz.