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Pandora Turns to Harry Potter in Bid to Relaunch Brand

Following poor results in key markets and waning favour from investors, the danish jewellery company has signed a contract with film production company Warner Bros. as part of its two-year restructuring plan.
Production of a Pandora charm | Source: Pandora media assets
By
  • Bloomberg

COPENHAGEN, Denmark — Pandora A/S will introduce a jewellery collection based on the characters of the Harry Potter franchise as part of efforts to relaunch the brand after suffering a setback in key markets and falling out of favour among investors.

The Copenhagen-based company has signed a contract with Warner Bros. that will allow it to sell 12 new products, including charms, pendants and a bracelet, from late November, according to a statement on Wednesday. Pandora already has an agreement with Walt Disney Co. to sell Disney-themed products in most parts of the world.

Pandora is due to report second-quarter earnings on August 20. The shares are down about 13 percent since the start of 2019, setting up the company for a third consecutive year of annual stock market losses.

The jeweller’s two-year restructuring plan — dubbed Programme Now — includes increased marketing spending and the removal of slow-moving products.

By Christian Wienberg; editors: Tasneem Hanfi Brögger and Nick Rigillo.

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