Pandora to Relaunch Brand at Los Angeles Event

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RAPAPORT… Pandora is set to unveil a total overhaul of its branding, as its aims to reengage with consumers following consistently disappointing sales.

The Danish jewelry retailer will launch a new “company purpose, brand expression and visual identity,” while introducing a revamped store design, online shops, and design collaborations with global franchises, it said last week. The company will also form partnerships with celebrities, influencers and various organizations, it added. 

Pandora will present the relaunch, along with a new collection, at an event in Los Angeles on August 28. It will continue to roll out features of the new brand and concept during the second half of 2019 and in 2020. The plan is part of Programme Now, which Pandora introduced in November 2018 after poor performances forced it to lower its revenue forecast three times during the year. Consumer demand for its charms, the company’s flagship product, has shown particularly weak progress. 

“The event in Los Angeles marks the beginning of our journey to become more relevant for consumers,” said Pandora CEO Alexander Lacik. “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.”

Pandora’s first rebranded store will open in the UK later this year, followed by launches in China and Italy.

Image: Pandora headquarters in Copenhagen. (Dannebrog Spy)