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 2,700 concept stores globally (1,340 owned and operated, and the remainder run by its franchise partners), as well as 5,000 multibrand locations and stores-in-stores. Pandora owned-retail accounts for 54% of sales, online for 10% and wholesale for 36%. Pandora generates almost 50% of revenue in Europe, 21% in the U.S., 8% in other Americas, 9% in China, and 12% 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.