Piercing Pagoda Rebrands, Expands . . . and goes for the Nose

(IDEX Online) - The affordable jeweler Piercing Pagoda is rebranding, opening up to 100 new locations, and introducing more facial and nose piercings in a major retail shift.

The Signet-owned brand, which currently had 500 kiosks and stores, has already changed the name of some outlets to Banter by Piercing Pagoda, and will now roll that out across the board.

It will expand into malls across the US, recognizing that despite the growth of e-commerce, customers can't get piercings online.

The company also aims to capture part of a growing demand for more adventurous piercings.

"This year alone, Banter by Piercing Pagoda has more than 135 stores on track to deliver one million dollars in sales, with plans to open up to 100 additional locations in FY22 in regional malls," the company said in a statement.