Pandora appoints new chief of retail operations

Pandora has appointed Massimo Basei as the company’s new chief of retail operations from 1 April 2023.

Basei is promoted from general manager, Southern Europe, Middle East and Africa and will report to CEO Alexander Lacik and serve on Pandora’s Executive Leadership Team.

Pandora also announced that its nine market clusters will now report directly to CEO Alexander Lacik following the departure of chief commercial officer Martino Pessina.

The jewellery retailer said that the organisational change is an “evolution of Pandora’s long-term growth strategy, Phoenix”.

It also claimed that after having rebuilt the company’s operational foundations, Pandora is now “turning its attention outwards to further accelerate brand desire as well as delivering a world class customer experience”.

As CRO, Basei will be responsible for global retail operations across Pandora’s 6,500 points of sale in more than 100 markets.

This includes network expansion, franchise relations, omni-channel experience, store development and global merchandising.

Basei joined Pandora as country manager for Italy in 2010.

Since then, he has taken on additional responsibility to lead commercial operations across all Pandora’s markets in Southern Europe, Middle East and Africa.

Lacik said: “We are executing on our growth strategy at high speed, as reflected in our strong financial performance. With this change we accelerate our efforts to bring an even better experience to millions of customers around the world.

“I am happy that Basei will take the role as chief of retail operations. 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 thank Martino for taking our retail operations important steps forward by expanding our store network and evolving our omni-channel approach.”