Danish jewellery brand Pandora is gunning to open 75 franchised standalone shops in the UK by the end of the year.

The brand, which began in the UK as a wholesaler, said it could open up to 100 shops in the country. It opened its 10th store in Westfield London last week and will open on London’s Oxford Street in November.

Managing director for the UK Peter Anderson said: “We want to be the most recognised jewellery brand. We have a lot of demand,” said Anderson.

The jeweller is also expanding its concessions operation. It is exiting Ernest Jones to fellow Signet-owned retailer Leslie Davis, which Anderson said is a “better fit”.

Pandora already operates in London’s Selfridges and will move into the department store retailer’s Birmingham and Manchester shops.