15 AUGUST 2023 | INTERIM FINANCIAL REPORT Q2 2023 | COMPANY ANNOUNCEMENT No. 806 | page
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REVIEW OF REVENUE BY KEY MARKET
Like-for-like performance in Q2 driven by strong growth in Rest of Pandora
Pandora’s robust performance in Q2 2023 followed similar patterns to previous quarters in most markets, however,
with US and China improving sequentially. Despite challenging economic conditions, Pandora's focus on brand
strength and execution continues to drive resilient results. The main trading events in Q2 2023 were Mother’s Day
and the End of Season Sale (EOSS) and, in-line with recent history, Pandora continued to demonstrate solid
performances.
US
In the US, LFL improved sequentially to -4% from -7% in Q1 2023. Network expansion in the US lifted organic growth
to 0% and total revenue growth in local currency was +2%. LFL momentum improved through the quarter following
Mother's Day in May and a strong EOSS in June. Retail execution improved with strong conversion rates and traffic
improving in the second quarter. E-commerce also played a significant role in driving growth, with strong demand for
new product launches, including the highly popular Little Mermaid collection. LFL in the wholesale channel improved
in the second quarter, resulting in a narrowing of the performance gap vs. Pandora’s owned and operated stores.
Key markets in Europe
In aggregate, LFL for the key markets in Europe was 0% in Q2 2023, stable vs. Q1 2023.
The UK market once again demonstrated stability and resilience with 0% LFL. The performance remained broadly
consistent throughout the second quarter and overall trading patterns were rather stable with the average selling
price and basket also being broadly stable despite a weak consumer sentiment. The full-price business remained
robust, demonstrating the strength of Pandora's product offerings and customer loyalty.
Germany continues to excel with another quarter of double-digit growth at +11%, reaffirming the effectiveness of
Pandora's consistent growth approach across platforms. Despite challenging economic conditions and promotional
competition, Pandora continues to thrive with strong brand momentum. Pandora continues to see vast long-term
potential in the German market.
In Italy, LFL was in line with the first quarter at -5%. The introduction of the highly anticipated Evoke 2.0 stores has
been met with good enthusiasm from customers, who appreciate the warm atmosphere the stores offer. The
performance of the three new stores has been encouraging, with higher traffic and conversion rates, highlighting the
potential for future roll out of the concept. Furthermore, Pandora's Timeless collection has shown good success,
contributing to increased brand penetration and attracting new customers.
Performance in France was also in line with the first quarter at -5% LFL despite performance being weighed down
once again by the wholesale channel. LFL in Pandora operated stores was -1% in Q2 vs. -16% in the partner stores.
There are encouraging underlying signs of better brand momentum in France with the appointment of Laury
Thilleman, a prominent French TV personality and model, as the new Pandora France Ambassador already resonating
well with consumers across a strong Mother’s Day campaign.
China
China showcased a notable milestone as it moved into positive territory with +5% LFL growth, albeit off easier
comparatives. Pandora strategically deferred media spend until July, aligning with the initiation of the brand relaunch
across the two cities of Shanghai and Beijing. The relaunch is a journey, and it will take time before impacting revenue
growth in China in a significant way. Since the relaunch was initiated mid-July, we have seen some pick-up in traffic in
both stores in Shanghai and Beijing as well as online.