Logo of Phnom Penh Post newspaper Phnom Penh Post - Affordable luxury and ‘precious moments’ see Sandara shining




Affordable luxury and ‘precious moments’ see Sandara shining

Content image - Phnom Penh Post
Brand manager Bun Kolsalyta. Post staff

Affordable luxury and ‘precious moments’ see Sandara shining

Pandora jewellery and Bering timepieces have found their way onto the wrists of young Cambodians, as a timely venture into the Kingdom is paying off handsomely for Sandara.

Not all that glitters may be gold, but Sandara Industry and Development Company Ltd’s prospects are shining bright after bringing two celebrated Danish brands to the Kingdom.

Content image - Phnom Penh Post
Sandara has seen year-on-year growth of 80 per cent over two years. Supplied

The company acquired the exclusive Cambodian distribution rights to the Pandora and Bering Time brands in 2018 and has rapidly expanded its retail presence in around 18 months.

“Part of the mission of Sandara is to bring affordable products to the local market, and our retail arm has been active with Pandora and Bering,” CEO Thierry Tea told The Post from his office in the capital’s Daun Penh district.

“We have plans to open new stores, but we are waiting to see if the market will be stronger next year,” he said of the effect of the coronavirus outbreak on retail stores.

“We have seen more decisive buyers, despite overall sales having dropped due to less foot traffic in malls and lower disposable income. Most shoppers look for the best products and are more selective in their shopping behaviour.”

Pandora is the largest jewellery retailer in the world in terms of total volume and is behind only Cartier and Tiffany & Co in terms of gross sales.

Last year Cambodia became the fastest-growing market for Pandora in Southeast Asia, Tea said.

Content image - Phnom Penh Post
CEO Thierry Tea has spearheaded the success of Pandora in Cambodia. Post staff

Already a household name across the world, Pandora products have captured the hearts of young, urban professionals due to their ever-changing yet timeless design.

Tea said that Pandora was excelling in the Cambodian market due to its digital reach and its commitment to “affordable luxury”.

The brand’s number one seller is its charms collection. The trend encourages people to purchase mementos and link them onto their bracelets – presumably one from Pandora.

“Each Pandora design has its own meaning, touching on family, friends and precious moments. The charms are a lifelong journey because after clients finish one collection, they start another,” said brand manager Bun Kolsalyta.

Content image - Phnom Penh Post
Pandora’s charms collection are its most popular seller. Post staff

Along with the jewellery brand, Sandara also runs three Bering Time stores. The Danish brand produces sleek, modern watches emblematic of minimalist Scandinavian design.

“Pandora is famous all over the world, but I have to admit that we were a bit hesitant with Bering in the beginning. However, we are pleasantly surprised with how well the Cambodian market has embraced the style of the product and the brand value,” said Tea.

Total revenue for Pandora and Bering in Cambodia totalled more than $1 million last year.

Tea added that Sandara has seen year-on-year growth of 80 per cent over two years.

The firm was planning on opening two new outlets this year, but the Covid-19 pandemic has temporarily thrown cold water on expansion plans.

As a result, the company has streamlined its digital sales platform and is already recording sales through Facebook and its website.

Content image - Phnom Penh Post
Bering Time has three retail outlets in Phnom Penh. Supplied

“In 2018 to 2019, we achieved 80 per cent year-on-year growth. This year we initially forecast 30 per cent growth. With Covid-19, we will probably do minus 30 per cent or minus 50 per cent compared to 2019.

“However, we have maintained our staff and taken measures for their safety and also the safety of our customers”

“Overall, retail businesses across the world have been impacted. This is a good time to strategise our next move because the entire business community is in the same boat.

“We are very confident that our brands are going to come back even stronger,” said Tea.

MOST VIEWED

  • Body of woman killed in Bangkok returns

    The Cambodian embassy in Thailand is working to repatriate the body of a casino dealer who was shot dead in Bangkok on Monday night. Ministry of Foreign Affairs and International Cooperation spokesman Kuy Kuong told The Post on Wednesday that officials are preparing paperwork to

  • Chikungunya hits 15 provinces, says gov’t

    Ministry of Health spokeswoman Or Vandine said on Thursday that the chikungunya outbreak in the Kingdom has spread to 15 provinces. Some 1,700 people are now suspected to have the disease. Vandine urged people to prevent its further spread by eliminating shelters for the Aedes aegypti mosquitoes

  • Gov’t exempts visa A and B holders from Covid fees

    Airline passengers who are diplomats and officials of international organisations holding Type A and B visas for travel to Cambodia are exempted from paying Covid-19 testing fees, said the Ministry of Health in its latest adjustment of rules on Wednesday. Health Minister Mam Bun Heng

  • Bill covering dress code draws ire

    Ministry of Interior secretary of state Ouk Kim Lek responded on Tuesday to criticism concerning a draft law that would ban women from wearing overly revealing clothing, saying that input from all parties will be considered as the law moves through the promulgation process. Several

  • What’s the deal with Cambodia and China’s FTA?

    Cambodia’s Free Trade Agreement (FTA) with China kicks off a series of FTAs in future but for now, critics wonder what else the parties could bring to the table apart from what it already has to date By the end of this year, Cambodia

  • Police arrest 29 Chinese for PP kidnapping

    Phnom Penh Military Police arrested 29 Chinese nationals on kidnapping charges on Wednesday. The suspects are said to have abducted three other Chinese nationals from a hotel in Chaktomuk commune, Daun Penh district. The operation took place on Wednesday and was led by two deputy commanders –