08 NOVEMBER 2022 | INTERIM FINANCIAL REPORT Q3 2022 | COMPANY ANNOUNCEMENT No. 751 | page
4 | 37
BUSINESS UPDATE
Third quarter performance in line with guidance – ready for peak season
While the macro headwinds are growing around the globe, Pandora continues to execute on the Phoenix strategy and
perform in line with the upper end of the guidance. In Q3 2022, Pandora continued to drive its core platform,
Moments, while fuelling with more. During the quarter, underlying revenue growth month by month was unchanged
and Q4 trading so far is in line with the Q3 performance.
Pandora maintained the global promotional level in line with Q3 2021. After successfully reducing the promotional
level over the last couple of years – thereby indirectly increasing prices - Pandora has now implemented selected
price increases. Pandora has a well-articulated pricing strategy, where a key pillar is a commitment to offer affordable
jewellery. The entire pricing strategy is formulated in the shape of a Diamond. The adjustments made can be
characterised as ‘stretching’ the Diamond somewhat. Pandora has properly researched various price points and
assessed the elasticity and on this basis found opportunities to adjust the pricing on roughly 1/3 of the assortment.
It is important to stress that the opening price points are protected as well as the price on strategic items. This change
was rolled out in October, and it will take few months to fully analyse the impact. On average, prices were raised by
4% across the portfolio.
Pandora’s biggest product platform, Moments, delivered 2% sell-out growth vs Q3 2021. The performance was driven
by Collaborations, which had another strong quarter, up 24% vs Q3 2021. Growth was supported by the new Marvel
collaboration, but also other Disney classics including Winnie the Pooh was among the top performing products in Q3
2022.
Style had -2% sell-out growth vs Q3 2021. The growth was dragged down by mainly Signature. Pandora is not pleased
with the performance of Signature, as the new products introduced in the quarter fell short of expectations. Pandora
ME grew 125% vs Q3 2021, ending at 4% share of revenue in the quarter.
Launch of Diamonds by Pandora in North America
Pandora launched Diamonds by Pandora on 25 August across 269 Pandora stores in the US and Canada as well as
online. The US is the world’s largest market for lab-created diamond jewellery, estimated at around USD 1.2 billion
and around 10 times the size for the UK lab-created diamond jewellery market. The market is expected to continue
to grow, and lab-created diamonds are outpacing the diamond industry's overall growth. Pandora is pleased with the
launch in US and Canada so far, but also see a need to improve and adjust in certain areas. Total revenue in the quarter
ended at DKK 113 million, which include sell-in to the partner channel in connection with the launch.
Since launch, Diamonds by Pandora has captured 3% of total sell-out in North America. This equals nearly 5% share
of business in the 269 stores offering the collection. The top 80 stores had an average share of business of 9% while
bottom performing 80 stores had around 2%. Learning from the UK test launch, Pandora deliberately did not launch
Diamonds by Pandora in all stores, and has specifically chosen the individual stores for the US launch based on
potential. Pandora believes that learnings captured from the top 80 stores, can be used to strengthen sales in stores
performing less well.
Launch to date 16% share of revenue from Diamonds by Pandora has been generated online, which is below average
in the US trending around 20%. Rings continue to be the best performing category and data suggests that roughly
50% of transactions are generated by new consumers.
Pandora will add new products to the platform to fuel holiday momentum. This will include a 2.0 carat ring.