BUSINESS STRATEGY•11
Business model
Our business model is vertically integrated, whichmeans
we control every step of the value chain, from design
and production to distribution and sales.We continually
gather and analyse data from different parts of the value
chain to ensure our organisation remains efficient. This
allows us to benefit from scalability and flexibility,
maintain a clear and complete overview of operations,
and develop products and activities tomatch changing
market needs.
Focus on branded sales channels
Our branded sales channels allowus to strengthen the
image of our brand in the retail environment and to invest
in an expanded product offering comparedwith our other
points of sale. By increasing the number of PANDORA
branded points of sale, particularly concept stores, we can
give customers the best, branded experience.
Adopt a tailored approach in newmarkets
Wewill continue to enter new geographicalmarketswhile at
the same time expandingour presence in existingmarkets.
We adopt a tailored approach in each newmarket in
terms of brand, marketing and the split between branded
and unbranded stores using proven distribution and
marketing approaches from previous market entries.
THE PANDORABRANDDNA
A
f
f
o
r
d
a
b
l
e
l
u
x
u
r
y
P
e
r
s
o
n
a
l
s
t
o
r
y
t
e
l
l
i
n
g
C
o
n
t
e
m
p
o
r
a
r
y
d
e
s
i
g
n
Affordable luxury
We provide a high-quality customer experience in
multipleways: thematerials and craftsmanship associated
with our products, our store environments and service,
and the sheer accessibility of our offering, available to a
wide global audience.
Personal storytelling
We enablewomen to express their uniqueness, style
and taste. PANDORA’smeaningful products provide
opportunities to tell a personal story –whether worn
personally or given as a gift to someone special.
Contemporary design
We embrace renewal and continually refresh our products
so that we are always relevant in the eyes of consumers.
Our brand universe is stylish and feminine, with awarm,
joyful and inspirational feel.
