Pandora’s charm bracelet concept was first launched in the Danish market. Consumers embraced the concept, and in the following years, driven by growing demand, the company began to expand internationally, entering new markets such as the United States in 2003 – today the company’s largest market – and Germany and Australia in 2004. Over the following years, Pandora rapidly expanded its market presence from a Scandinavian platform to an international marketing and sales platform driven mainly by third party distributors and strong production capabilities in Thailand.