Copenhagen-based mass-market jewellery brand PANDORA, which saw revenue declining 10 percent over the first quarter of this year, due mainly to slowing US sales, is now rejigging its US product line and looking at expanding its West-coast footprint to re-energise sales.

CEO Anders Colding Friis was quoted as saying he saw good possibilities in strengthening the company’s business in the current economic environment. He added that products added before and after Mother’s Day on May 14 had gained traction in the market. Friis said he envisages new products increasing their share of the company’s offerings in future.

PANDORA, which made a global impact with its charm bracelets manufactured in Thailand, has now branched out into rings, earrings and necklaces, which account for a quarter of its revenue.

The US market currently accounts for 25 percent of PANDORA’s revenue as compared with 40 percent five years ago.

https://www.gemkonnect.com/news/pandora-rolls-out-new-products-stimulate-us-sales