54• FINANCIAL REVIEW
PANDORAANNUAL REPORT2014
PRODUCTMIX
Share of
revenue
DKKmillion
2014
2013 Growth
2014
Charms
7,933
6,293
26.1% 66.5%
Silver and gold charm bracelets
1,427
1,157
23.3% 11.9%
Rings
1,192
550
116.7% 10.0%
Other jewellery
1,390
1,010
37.6% 11.6%
Total revenue
11,942
9,010
32.5% 100.0%
products - was launched inNorthAmerica, and initial
feedback has been positive.
Revenue fromRingswasDKK 1,192million, an
increase of 116.7% comparedwith 2013.The revenue
growth inmost markets reflected the improved offering
aswell as an increased commercial effort.This category
represented10.0% of total revenue comparedwith 6.1%
in2013.
Revenue fromOther jewellerywasDKK 1,390million,
an increase of 37.6% comparedwith 2013.The growth
was driven by all subcategories, in particular revenue from
other bracelets (including bangles), necklaces and earrings.
Other jewellery represented 11.6% of total revenue in 2014
comparedwith 11.2% in2013.
In2014, the average sales price (ASP) recognised by
PANDORAwasDKK 140, comparedwithDKK 130 in
2013.The increase inASPwasmainly drivenby a higher
share of revenue fromRings, which are sold at higher
average prices compared to individual charms aswell as
a proportionally higher share of revenue from PANDORA
owned and operated stores. Prices for each individual
product were virtually unchanged comparedwith 2013.
