16 AUGUST 2022 | INTERIM FINANCIAL REPORT Q2 2022 | COMPANY ANNOUNCEMENT No. 735 | page
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BUSINESS UPDATE
Another record revenue quarter as the Phoenix strategy further unfolds
Pandora continued the good start to the year delivering another record revenue quarter in Q2 2022. Organic growth
was 3% vs Q2 2021, equal to 17% vs Q2 2019 and keeping up the momentum from Q1 2022. The growth was strong
across the majority of markets with key European markets delivering double digit organic growth vs Q2 2021. The
performance in Europe was impacted by the temporary COVID-19 store closures in Q2 of last year. At Group level,
Pandora had 15% temporary store closures due to COVID-19 in Q2 2021. China represent a significant headwind in
Q2 2022, dragging down organic growth by 4pp vs Q2 2021 and 7pp vs Q2 2019. As expected, US ended Q2 2022
with organic growth of -12% vs Q2 2021, following the tough comp from stimulus packages, which kicked in in March
last year. Growth in the US remained strong vs Q2 2019 at 59%.
Pandora’s biggest product platform, Moments, delivered 4% sell-out growth vs Q2 2021. The performance was
supported by strong Mother’s Day trading, as Pandora continue to see solid traction during key gifting periods. This
is encouraging, as it shows the relevance of the Brand during key gifting occasions.
Furthermore, Moments were supported by Collaborations, which continued the very strong traction from Q1 2022
and was up 34% vs Q2 2021. Growth was supported by the new Marvel collaboration. The Marvel collaboration builds
on Pandora’s strong relationship with Disney and has proved a solid contributor to revenue growth. Marvel has a solid
fan base across geographies and fits well into Pandora’s universe of self-expression. Marvel alone accounted for 2%
share of business in the quarter. More products from the Marvel universe is planned to be launched later in 2022.
Pandora also introduced new Pixar designs in Q2 2022, which also supported the strong performance.
Style had -4% sell-out growth vs Q2 2021. The growth was dragged down by both Timeless and Signature. Both
platforms had no newness during the first half of 2022, but new products will be added to these platforms later in
2022 and 2023. This is a deliberate decision and follows Pandoras merchandising plan, as all platforms will not be
supported by new products each quarter. Pandora ME grew 72% vs Q2 2021 ending at 3% share of revenue in the
quarter. Pandora ME has gained good traction in most of the continental European markets, but still need to gain
stronger traction in for example US and UK.
Pandora steps into the diamond market - launch of Diamonds by Pandora in North America
Pandora has previously communicated that a global sequential launch of Diamonds by Pandora (previously called
Pandora Brilliance) would be initiated in 2022. Today, Pandora confirms that the first market in the global sequential
launch is North America. North America is the biggest market for lab grown diamonds. Diamonds by Pandora will be
available for consumers from 25 August across 269 Pandora stores in US and Canada as well as online. The price range
will start at USD 300 with stone ranges from 0.15 to one carat. The collection will include 33 pieces consisting of rings,
bangles, necklaces and earrings, each featuring a solitary lab-created diamond hand-set within sterling silver, solid
14K yellow gold or solid 14K white gold.
The introduction of Diamonds by Pandora in North America follows a UK test launch in 2021. At the time of initiating
the UK test launch, Pandora also announced that it would stop using mined diamonds. Launching Diamonds by
Pandora in North America is a key element in the Phoenix strategy and one of the essential new potential sources of
growth. Today, 75% of Pandoras revenue is generated by the Moments platform, and it is Pandoras ambition to
continue to grow this platform, however simultaneously fuel its product offering with more platforms. Diamonds by
Pandora is a unique opportunity to drive incremental revenue growth and it has the potential to become a new
meaningful platform for Pandora over time. With this platform, Pandora is tapping into the DKK ~600 billion diamond
market (BAIN 2022, The Global Diamond Industry 2021–22) in which lab grown jewellery diamonds are expected to
grow.