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Endless opens first own-brand store

Endless Jewelry has revealed its first fully own-brand retail premises with a store opening event in Estonia, its 23rd market. 

The opening of the ‘Monobrand Store’ was attended by a range of national media, who had the chance to quiz the firm’s founder founder, Jesper Nielsen.

Nielsen said: “We have been active less than two years, and to open the first ever Endless Jewelry Monobrand Store at such an early stage is a massive statement.

“The number of customers and the attention we received here in Estonia tells it all. We had not yet sold a single bracelet in this country, and still we see hundreds of customers and national media here, and the positive vibes really created a great atmosphere – the word about Endless travels fast.

“The store in Tallin is owned and operated by a partner, who on distributor basis carries the Endless brand in all of Estonia. We are in the process of rolling out the concept in other new markets where we will also see monobrand stores, and as such it is a part of the strategy to build the brand worldwide.

“I am extremely excited about the development. However, besides one or two key locations in existing markets, we will not see a complete move towards monobrand stores carrying Endless Jewelry in existing markets. We have built a network of more than 3,500 partners in more than 20 markets, and the key to our future growth is and will be an even closer relationship with the individual retailers and supporting sales with existing partners.

“This being said, Saturday was a great day in the Endless history and another move towards establishing Endless as a superbrand within the jewellery business, and the way we were welcomed in Estonia gives a tremendous boost and extra motivation to the whole organisation.”

The store spans 45 square metres and is situated in a premium location in the Ülemiste Center, which is the largest shopping centre in Tallinn. Endless Jewelry will also open monobrand stores in Taiwan and in selected key locations in the coming weeks and months.

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