Pandora Jewelry

Pandora Jewelry


, a company with a distinctive brand and distinctive
products that in just a few years has made the exceptional
journey from a local Danish jeweler's shop to a world-leading,
global jewelry company present in more than 80 countries.

Founded in: 1982

Creators: Per & Winnie Enevoldsen
Headquarters: Copenhagen, Denmark

Manufactured in: Gemopolis, Thailand

• PANDORA is a leading brand and significant player in
the charms/bracelet category
• Charms/bracelet category shows long-term growth
• Geographical diversification vs. regional competitors
• Strong foothold in North America
• Backward integration
• Asset light franchise model
• High stock turn and thus above average store traffic
created by PANDORA products
• Highly cash generative
• Clear positioning with genuine jewelry product offering

• Organization navigating in a complex
• A product of multiple mergers in the past five
• Systems integration high on agenda
• Wholesale model means less inside
knowledge to
• Narrow product focus
• Some consumers not owning the brand are
unaware of genuine nature of products

• Branded environment in jewelry sector
is gaining momentum
• Several geographies offer further
growth potentials
• US – particularly West coast is
virtually virgin territory
• New store openings in developed
markets still viable
• Upgrading of existing stores
• Product diversification
• Online sales potential

• High raw material prices
• As leading brand within bracelet/charms
Competition is real and broadly defined
• Copying of PANDORA products needs constant
surveillance and swift handling
• Retail environment in some markets characterized by heavy discounting
• Private label has appetite for the
charms/bracelet segment
• Approx. 90% of revenue generated within the
charms/bracelet segment

PANDORA’s mission – then and today – is to
offer women...

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