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Pandora Readies for International Growth

Pandora, the Danish jewelry brand, has set some serious goals. The brand – which operates 2,400-plus concept stores across 100-plus countries — is best known for its buildable charm bracelets. But to leverage growth, Pandora is looking to become a full-service, affordable jeweler. Chief creative officer Stephen Fairchild said: “By 2022, the business will be a 50-50 split between charms and other jewelry. Now it’s about 75 percent charms. Instead of just a charms and bracelet company, we want to be a full-fledged affordable jeweler.” This mission includes the creation of new Pandora product ranges — designed by newly appointed creative directors Francesco Terzo and A. Filippo Ficarelli. The duo had worked with Pandora on a consulting basis for nearly three years, and has also leveraged their taste level in consulting work with Hood By Air, Ralph Lauren and Dior, primarily in the accessories space. Pandora’s 2022 growth plan was partly announced to investors in January at Capital Markets Day in Copenhagen, where Pandora outlined its preliminary strategy. The brand looks to reach between seven and 10 percent growth — a plan it aims to accomplish by expanding jewelry categories including necklaces, rings and pendants as well as introducing at least one new innovative

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