02 MAY 2024 | INTERIM FINANCIAL REPORT Q1 2024 | COMPANY ANNOUNCEMENT No. 864 | page
4 | 35
BUSINESS UPDATE
A strong start to the next chapter of the Phoenix strategy
Building off the successes of the Phoenix strategy over the past three years, Pandora started the next chapter of its
journey with good top-line momentum and solid profitability in Q1 2024. Organic growth was at double-digit levels,
supported by double-digit LFL growth, whilst Pandora’s earnings model further bolstered already high profitability.
The brand strategy, which aims to transform consumer perception of Pandora to a full jewellery brand, was backed
by an exciting new marketing campaign. This drove a continued and broad-based increase in traffic, leading to solid
growth across most of Pandora’s collections and geographies, in line with the strategic aim.
In Q1 2024, Pandora delivered organic growth of 18% which comprised of LFL growth of 11% and network expansion
of 5%. On top of that, there was a 2% positive impact on organic growth from other factors including a positive
contribution from an extra trading day in February due to the leap year. Regionally, European key markets continued
to deliver solid LFL growth of 9%. This was, still, largely driven by particularly strong performance in Germany with
67% LFL growth, whilst other markets remained broadly stable. In the US, momentum remained strong at 9% LFL
growth with good brand momentum combined with improved execution leading to consistent market share gains.
Rest of Pandora also had a solid start to the year with another double-digit LFL quarter at 18% despite a tough
comparison base. Growth here continued to be relatively broad-based with many countries contributing.
By channel, LFL growth was positive across all touchpoints with Pandora continuing to capitalise on higher traffic
trends, and in particularly strong traffic through the online channel, which delivered 21% LFL. Pandora-owned stores
continued to outperform partner stores in Q1 2024 with Pandora’s physical network delivering 10% LFL vs partners
at 3%.
Pandora continued to leverage its unique business model and vertically integrated supply chain to deliver a new
record-high gross margin of 79.4%, up 190bp Y/Y. The gross margin was helped by ongoing efficiencies in Pandora’s
state-of-the-art crafting and supply facilities in Thailand, positive pricing benefits, channel mix and some tailwind
from silver prices. The combined tailwind from foreign exchange and commodities seen in Q1 2024 is expected to
gradually turn through the remainder of the year to become a net headwind in H2 2024. Promotional activity for the
quarter was broadly in line with Q1 2023.
Elevating brand desirability and momentum through the new “BE LOVE” marketing campaign
In line with Pandora’s marketing strategy, communicated at the Capital Markets Day 2023, to drive relevance and
brand heat, Pandora continued the restaging of its brand in Q1 2024 with a new marketing campaign that will elevate
desirability whilst clearly showcasing Pandora’s identity as a full jewellery brand. The star-studded “BE LOVE”
campaign builds off the success of the “Loves, Unboxed” holiday campaign in Q4 2023 with two new global brand
ambassadors: sisters and artists Chloe and Halle Bailey. The multi-season campaign is rooted in love as more than just
a day in the calendar, but something that you do, inviting everyone to be love. The campaign features a range of
collections crafted with high-quality materials such as sterling silver, 14K gold (plated and solid), Murano glass, and
lab-grown diamonds, emphasising Pandora as a brand for anyone looking to add sparkle to their life regardless of
occasion. While it is still early days, the new marketing campaign has already seen an encouraging response with
powerful social media activations and broad global press coverage. Pandora will continue to leverage the campaign
across Mother’s Day and beyond.
Driving the core whilst fuelling with more – in line with the strategic intent
In line with the objective of the brand restaging, Pandora saw broad-based growth across most collections in Q1
2024. The Core segment saw 3% LFL growth with Pandora’s Moments platform at 5% LFL growth whilst Pandora ME
had a particularly strong quarter at 26% LFL. Within the Fuel with more segment, growth was still driven heavily by