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66 • FINANCIAL REVIEW
PANDORA ANNUAL REPORT 2016
SALES CHANNELS
AND PRODUCT MIX
PRODUCTS
In 2016, revenue from all product categories increased
with double-digit growth, driven by continued newness
across all categories, including the global launch of the
PANDORA Rose collection as well as the introduction of
the Disney collection in Asia Pacific at the end of 2015.
Revenue from Charms was DKK 11,991 million in
2016, up 11% compared with DKK 10,833 million in
2015. Growth in revenue from the Charms category was
primarily driven by a strong development in EMEA and Asia
Pacific, whereas growth in the Americas region was slightly
negative, primarily due to lower revenue from the Disney
collection launched in North America in 2014. Revenue
from Bracelets increased by 37% to DKK 3,672 million
compared with DKK 2,690 million in 2015, driven by the
introduction of several new bracelets in Moments and
PANDORA ESSENCE COLLECTION.
Together, the two categories represented 77% of total
revenue in 2016 compared with 81% in 2015.
Revenue from Rings was DKK 2,643 million, an
increase of 28% compared with DKK 2,066 million in
2015. The increase was driven by the continued focus on
rings in most markets, including more emphasis on rings
in staff training, improved in-store focus on rings, as well
as successful Rings promotions across most markets. The
Rings category represented 13% of total revenue in 2016
compared with 12% in 2015.
Revenue from Other jewellery was DKK 1,975 million,
up 72% compared with DKK 1,148 million in 2015. From
2016, PANDORA increased the focus on earrings, and as
a result revenue from Earrings increased by around 80%
compared with 2015 and represented 5% of revenue
compared with 3% in 2015. Revenue from Necklaces
increased around 60%. Other jewellery represented 10% of
total revenue in 2016 compared with 7% in 2015.