BUSINESS STRATEGY•15
THE PANDORA PRODUCTUNIVERSE
PANDORA’s products are a direct reflection of our desire
to offer women a universe of high-quality, hand-finished
andmodern jewellery at affordable prices. Each product
is a piece of personal storytelling, affordable luxury and
contemporary design – and the jewellery can beworn on
its own or combinedwith other PANDORA products to
create a unique and individual look.
Charms andBracelets
PANDORA’s classic charm bracelet concept Moments
offers a selection of charms and bracelets that let women
wear mementos of their unforgettablemoments on their
wrists. Equippedwith patented ‘stoppers’ and ‘keepers’,
the bracelets enablewomen to add and combine charms
in anyway they choose to create highly personalised
pieces of jewellery. As a result, almost no two PANDORA
charm bracelets are ever the same. In 2014, sales of
PANDORA’s Charms and Braceletsmade up 78.4% of
revenue. 284 new charms were added to the collection
and 217were discontinued.
With the launch of the PANDORA ESSENCECOLLECTION
inNovember 2013, we added a newdimension to our
Charms andBracelets categories.The collection features a
range of new slender silver bracelets and an accompanying
assortment of charms representing personal values. It also
includes an innovative and patent-pending solution that
enables thewearer toposition charms along the bracelet,
and keeps the charms inplace through the use of a flexible
silicone grip inside the core of each charm.The collection
was developedusing extensive research including the help
of thousands of womenworldwide.
Rings
In linewith our brandDNA, most PANDORA rings can
be stacked to create a personal look and are designed
to complement other PANDORA jewellery. The Rings
categorywas a key focus area in 2014. New initiatives
in this category, such as a ringmarketing toolkit and
touch-and-feel in-store displays, proved very successful.
Ring sales doubled in 2014, and Ringsmade up 10.0%
of revenue comparedwith 6.1% in 2013. This has firmly
established Rings as our second core product category.
REVENUE BYPRODUCTCATEGORY
DKKmillion
7,933
Charms
1,427
Silver
and gold charm
bracelets
1,192
Rings
1,390
Other jewellery
STRATEGICALLIANCEWITHDISNEY
PANDORA signed a10-year strategic alliancewith
TheWaltDisneyCompany inAugust 2014, allowing
PANDORA to create anoriginal collectionofDisney
inspired jewellery tobe sold in thePANDORANorth
American region.ThefirstDisney inspired jewellery
collection launched inNovember 2014,with another
onedue to launch in spring2015.
CHARMSANDBRACELETSACCOUNT FOR
78.4%OF PANDORA’STOTAL REVENUE
REVENUE FROMCHARMSAND
BRACELETS ROSE BY25.6%
