...ANDDEVELOPEDMARKETS
DRAWINGRINGSAROUNDAUSTRALIA
How can you boost sales in one of your best-
performing andmost developedmarkets?Give
consumers something they did not know they
wanted – rings.
PANDORAhas been present inAustralia since 2004.
Today, consumers can buy PANDORAproducts inmore
than 393 stores across the country, andAustralia is one
of ourmost developedmarkets.Yet, Australia delivered
like-for-like growthof 25.5% in 2014.
Ring sales havemore than doubled inAustralia since
2012, thanks to a clearly defined category strategy that
combinesmerchandising, sales andmarketing, aligning all
commercial functionswithin the business. In 2014, for the
first time, more of PANDORAAustralia’s revenue derived
from rings than frombracelets – even though theCharms
andBracelets categories delivered revenue of DKK 504
million, an increase of 13.8% comparedwith 2013, the
Rings category contributed revenue of DKK 149million,
an increase of 52.0%.
