To work towards PANDORA’s long term vision to become the world’s most recognised jewellery brand, we have identified the following strategic objectives for the short to medium term:

Focus on PANDORA branded sales channels

We intend to increase the number of PANDORA branded points of sale in selected markets to derive a significantly higher proportion of our revenues from PANDORA branded sales channels in the future. PANDORA branded sales channels allow us to strengthen the perception of our brand in the retail environment and typically permit an expanded product offering compared with our other points of sale.

Capitalise on our product offering

In recent years, we have significantly broadened our jewellery portfolio through the introduction of our Compose, LovePods and Liquid Silver collections launched in 2007, 2008 and 2009, respectively. In the  coming years, we expect to capitalise on the potential of these collections as well as on the potential in the Moments and Stories collections, both in existing and new markets. We seek to achieve this through a strong focus on marketing and sales.

Tailor our approach to new markets

We intend to continue entering into new geographical markets and expanding our presence in existing markets where we currently have little or no market presence. We expect to do so primarily through existing retail outlets in well established markets. We expect to focus more on increasing the number of PANDORA branded points of sale (franchise and directly operated) in emerging markets.

Build a global brand

We pursue a global brand strategy focusing on creating brand consistency across all communication channels and markets. To further strengthen our brand, we expect to spend in the high single digits of our revenues in a particular period for marketing. We intend to continue to use the internet to promote our brand as well as to attract and retain customers by fostering customer loyalty through channels such as the PANDORA Club and our Facebook fan page. In the medium term, we expect to build an online sales platform to further increase brand awareness and maximise customer reach as well as to foster the potential for additional revenue opportunities.