Mall Brands: Piercing Pagoda

Cory Bortnicker  Jun 19, 2009 8:25 am

Mall Brands: Piercing Pagoda
 
Experts are quick with a piercing gun and quicker to ring you up.
 

But more importantly, a trip to Piercing Pagoda is a rite of passage for millions of American teens. Whether it’s the lobe, conch, or cartilage in need of puncturing, the experts at Piercing Pagoda are quick with a piercing gun -- even quicker to ring up the $40 the average customer drops on “free” piercing, plus stud, plus sterilizing solution, plus ring.

Recounts one former customer: “I had my cartilage pierced at a Piercing Pagoda. Then it got infected, and I had to take it out.”

PP
But, really, that’s the beauty of the piercing business. Despite the sores, pus and crust, you just keep going back for more. Analysts estimate that one in 3 of the general population aged 14 years and over have had their ears pierced at some point in their lives. Many folks have multiple piercings.

Even so, Pagoda hasn't been immune to the tough economic climate. According to Zales’ public filings, its mall kiosk business has been steadily declining over the past 3 years. One possible explanation for the decline is an overall decrease in mall traffic.


But that shouldn’t worry Zales shareholders too much. Rituals are hard to shake, and nothing says “I’m an individual” like joining the tens of millions of other people who have adorned their ears with silver and gold at Piercing Pagoda.
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