Pandora is a premium jewellery brand and the market leader in the charm bracelet category with an estimated 9% share of the global wristwear market. The company was established in the 1980s in Denmark and since then has expanded globally. Pandora has 2,350 concept stores globally (1,000 owned and operated, and the remainder run by its franchise partners), as well as 5,400 multibrand locations and stores-in-stores. Concept stores account for 60% of revenue, other channels for 34%, and online for 6%. Pandora generates almost 50% of revenue in Europe, 23% in the U.S., 8% in other Americas, 7% in China, and 14% in other Asia-Pacific. Charms and bracelets still account for almost three fourths of its sales. The firm produces mostly internally in two jewellery-crafting facilities in Thailand.