Luciano Rodembusch joins Pandora as North America GM


Top jewellery executive to lead company’s biggest market.

Pandora today announced that Luciano Rodembusch will join the company as General Manager of the North America cluster, reporting to CCO Martino Pessina.

Luciano Rodembusch comes to Pandora from Tiffany & Co., where he has spent more than 10 years in international leadership roles, most recently as SVP Americas. He has previously held positions in sales, marketing and management at Diageo, Bristol-Meyers Squibb and Procter & Gamble.

In his new role, Luciano Rodembusch will be in charge of Pandora’s business in North America, which is the largest of Pandora’s 10 geographical clusters. The cluster employs more than 3,000 people and covers 1,500 points of sale in the U.S., Canada and the Caribbean, including 500 concept stores.

Accounting for 24% of group revenue in 2020, the U.S. is Pandora’s biggest market and a key focus in  Pandora’s newly launched strategy, Phoenix. The company has identified significant growth opportunities in the U.S. and is planning on further network expansion and investments. A top priority for Luciano Rodembusch will be to lead this work and continue the successful omnichannel integration of physical and online stores in close collaboration with the company’s franchise partners.

Luciano Rodembusch will join Pandora on August 2, 2021. He replaces Sid Keswani who stepped down in April.

“Luciano comes with a wealth of experience in growing global brands and an excellent track record in jewellery. He has a very strong focus on consumers combined with great leadership capabilities, and he is just the right person to lead our continued progress in North America,” says CCO Martino Pessina.

“Pandora has come out of its turnaround in great shape, and it is a very exciting moment to join the brand. I see tremendous opportunity to grow the business in North America and look forward to being part of the team”, says Luciano Rodembusch.

Luciano Rodembusch is Brazilian. He lives in New York with his wife and two children.


About Pandora
Pandora designs, manufactures and markets hand-finished jewellery made from high-quality materials at affordable prices. Pandora jewellery is sold in more than 100 countries through more than 6,700 points of sale, including around 2,700 concept stores.​

Headquartered in Copenhagen, Denmark, Pandora employs 26,000 people worldwide and crafts its jewellery at two LEED certified facilities in Thailand using mainly recycled silver and gold. The company plans to be carbon neutral by 2025 and has joined the Science Based Targets initiative to reduce emissions across its full value chain. Pandora is listed on the Nasdaq Copenhagen stock exchange and generated sales of DKK 19.0 billion (EUR 2.5 billion) in 2020.

For more information, please contact:

Johan Melchior
Director External Relations
+45 4060 1415
John Bäckman
VP, Investor Relations, Tax & Treasury
+45 5356 6909

 Kristoffer Aas Malmgren
Investor Relations Director
+45 3050 1174