Pandora repositions brand to ‘affordable luxury’


Pandora are repositioning their brand in a bid to save their dwindling sales.

The brand saw sales increase 10-fold up to 2017 but in the last two years, profits have fallen. The company are hoping that the brand refresh will encourage shoppers back through the doors.

Launching with an LA event which took place yesterday, Pandora showcased the new store designs, alongside plans for influencer partnerships, and design collaborations with global franchises.

Known for their customisable bracelets, Pandora will also be launching a new logo and new themed collections based on Harry Potter and Disney’s Frozen. 

Alexander Lacik, Chief Executive of Pandora, commented: “The event in Los Angeles marks the beginning of our journey to become more relevant for consumers.

“We have received very positive feedback to the marketing pilots we have conducted earlier this year, so we are eager to take this to consumers around the world and show a fresher and more contemporary Pandora.”