4 MAY 2022 | INTERIM FINANCIAL REPORT Q1 2022 | COMPANY ANNOUNCEMENT No. 716 | page
10 | 35
REVIEW OF REVENUE BY KEY MARKET
Strong growth in most key markets
Pandora’s biggest market, the US, continued to grow and was up 7% vs Q1 2021, which translate into 62% organic
growth vs Q1 2019 or a 3-year CAGR of 17%. The growth in Q1 2022 was supported by the Marvel collection, which
was launched in February and very well received. The US performance in Q1 is in line with the expectations laid out in
the guidance for 2022. As previously communicated, a slowdown of the US market is expected in 2022 following the
impact from among others the stimulus checks implemented by the US government in 2021. The stimulus checks
were initiated in March 2021 and Q2 2021 was the strongest quarter in Pandora US last year and thereby the toughest
comp base. Data indicates that the overall US jewellery market has grown 11-18% in Q1 2022 and thereby above
Pandora US. However, data also suggest that the affordable jewellery market has been growing much slower than the
overall jewellery market.
In Q1 2022, Pandora set the first corner stone in increasing its footfall and increase brand awareness on the West
coast of US, getting access to 20 stores in California by acquiring its biggest franchise partner Ben Bridge. In total,
Pandora acquired 37 stores from Ben Bridge of which five are located in Canada. With this acquisition, Pandora gets
a stronger foothold on the West Coast of US, enabling further network expansion and the opportunity to create a
more seamless omni-channel experience. The acquisition is expected to drive roughly DKK 170 million incremental
revenue on a full year basis, converting wholesale revenue to retail revenue. Furthermore, Pandora entered a
partnership with Macys, another enabler of fully utilising the opportunity for the Pandora brand in US. The long-term
aim is to double the US business vs 2019 and 62% organic growth vs 2019 this quarter is an encouraging path towards
this goal.
The performance in China continue to be unsatisfactory and negatively impacted by COVID-19. Pandora’s Chinese
stores were formally open most of Q1, but traffic into stores was down -50% vs 2021, as many stores are located in
cities impacted by the pandemic and China’s “zero-COVID policy”. The situation worsened during March as China
went into hard lockdowns in certain cities. Performance in China in Q1 2022 therefore continued to be weak and
organic growth ended at -18% vs Q1 2021 translating into -57% vs Q1 2019. The key trading event in China was
Chinese New Year. Pandora saw some strong traction during this event, driven by not least a few China specific designs
celebrating the year of the Tiger. Pandora aim to bring more Chinese relevant designs to the market in the future,
however first step in the China strategy is to reposition the brand. The first significant steps in this reposition has
however been further postponed until market conditions stabilise. The purpose of the investment is among others
to drive traffic to the stores, which makes little sense when street traffic is impacted by COVID-19. On April 7, Irving
Holmes Wong joined the company as new General Manager for China. Pandora’s long term ambition is to triple the
China business vs 2019
Key European markets had a phenomenal performance in Q1 2022 with all four markets delivering double digit
organic growth vs both Q1 2021 and Q1 2019. Pandora is very pleased to see its more established markets, UK and
Italy, both delivering more than 30% organic growth vs 2019 in Q1. This is a testimony to the development of the
brand, which Pandora has undertaken in these two markets for the past many years, cementing their position as
market leaders in the respective countries.
France is back on a growth track and is up 35% vs Q1 2021 (16% vs Q1 2019), while Germany is up more than 40% vs
both 2021 and 2019. Both markets are less penetrated and have a lower brand awareness than UK and Italy. The two
markets have been undergoing a turnaround of the brand focusing on reducing the number of promotional days,
creating an updated media model and improve operational efficiency. These step changes were vastly finalised in
2021, creating a strong baseline of opportunity in 2022, which is visible in the strong performance here in Q1 2022.
For the third quarter in a row Germany is up more than 30% vs 2019.