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Pandora's strong figures are credited to product launches, promotions and marketing campaigns
Pandora's strong figures are credited to product launches, promotions and marketing campaigns

Pandora jewellery ends year on high

Pandora’s better than expected results internationally, along with a significant increase in Australian sales should be welcome news for local retailers as consumer confidence increases. 

Pandora Australia’s buoyant 2013 revenue figures continued in the fourth quarter, with preliminary results showing a 25.5 per cent increase in same-store sales and a strong December trading period.

Pandora president David Allen attributed the success in Q4 to the launch of the brand’s new Essence Collection, a commercially relevant Christmas themed range as well as targeted marketing campaigns. 

“We didn’t do anything overly different to what we did last year. It was just a combination of all of those things coming together,” Allen explained.

David Allen, Pandora Australia president
David Allen, Pandora Australia president
“The performance was strong and we expected it to be strong. Our partner’s [retailers] particularly benefitted from the bracelet promotion that we ran in December, which was supported with a national TV campaign.” 

He added that such campaigns proved to engage consumers by bringing them into Pandora stores. 

The local results come off the back of preliminary reports that show the Danish company has topped its global forecast revenue for 2013 with a sizable increase in sales across all sectors. 

Strong sales in the fourth quarter, along with more than expected concept store openings towards the end of the year, have reportedly contributed to the results. 

The preliminary figures for Q4 2013 show revenue at about DKK2.8 billion (AU$578 m); an increase of around 30 per cent on the 2012 result. 

These figures put Pandora’s revenue for the year at around DKK9 billion (AU$1.86 b), which is a significant rise on the forecast DKK8.6 billion.

“Following a strong finish to the year, with better than expected Christmas sales, we will end 2013 with around 35 per cent revenue growth and a substantial increase in profitability compared to 2012,” Pandora CEO Allan Leighton said.

A total of 205 concept stores were opened globally in 2013; an increase on the expected 195 openings. 

Furthermore, despite currency exchange pressures, revenue in the fourth quarter increased across all regions with like-for-like (same store) sales for the brand’s concept stores up 5.1 per cent in the US, 17.9 per cent in the UK and 5.7 cent in Germany compared to Q4 2012.

Full figures and comments from executive management will be available when the annual report 2013 is released on 18 February 2014.

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Wednesday, 11 December, 2019 08:08pm
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