6 MAY 2026 • COMPANY ANNOUNCEMENT 1012 • INTERIM REPORT Q1 2026 • BUSINESS UPDATE
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RESETTING DESIGN-LED PRODUCT LEADERSHIP
Following a period where newness within existing platforms did not consistently translate into growth at
scale, particularly within Pandora’s largest collections, Pandora is resetting how design-led product
leadership drives growth across the Core and Fuel with More segments.
Pandora’s current mix of creative newness has been concentrated in a narrow aesthetic space, over
indexing on the Playful jewellery aesthetic. However, LFL growth has increasingly been driven by under-
represented aesthetics such as Sparkling, Bold and Organic expressions. Going forward, Pandora will place
greater emphasis on design as a primary driver of demand and earned media, with a sharper focus on
relevance, distinctiveness, and scaled commercial impact. The new mission is two-fold: 1) introducing
increasingly distinctive and contemporary designs within Pandora’s stronghold in the Playful aesthetic and;
2) scaling the impact of new designs expressions in sizeable, underrepresented aesthetics where Pandora
already plays, maximizing existing platforms rather than entering new territories.
Product leadership has been strengthened, with the appointment of Philippa Newman as Chief Product
Officer (CPO), effective 9 March 2026. Reporting directly to CEO, Berta de Pablos-Barbier, and joining
Pandora’s Executive Leadership, Philippa will lead the execution of Pandora’s design–led product strategy,
anchored in the two strategic priorities, mentioned above. She will also drive innovation through new
materials and craftsmanship while enhancing in-store merchandising through more curated collections and
a clearer layout of Pandora’s design universe. All design development will remain firmly anchored in
Pandora’s brand DNA and guided by consumer insights.
In Q1 2026, Pandora’s LFL growth in the Core came in at -1% whilst Fuel with More improved to 1%. During
the quarter, early execution of the design-led strategy in underrepresented territories is evident in
performance with Talisman, operating within the Bold aesthetic and reported in Pandora ME, continuing to
deliver solid growth. Recent initiatives, including the Bridgerton collaboration and newness in Sparkling,
supported positive momentum. In Playful, Pandora’s largest aesthetic and where past design repetition has
been more pronounced, initiatives are underway to enhance distinctiveness and unlock future growth.
EVOLVING THE MARKETING MODEL, DRIVING CULTURAL RELEVANCE: INTRODUCING PANDORA
WONDERS
Since the inception of the Phoenix strategy, Pandora has built strong brand foundations, achieving industry-
leading awareness and broad, cross-generational appeal across most major markets. Expanding brand
reach remains a core priority, particularly in lower-penetration markets such as North America and parts of
Asia, where traditional brand-building channels continue to play a critical role in driving customer
acquisition.
As markets mature and penetration increases, Pandora will complement this reach-driven model with a
greater focus on driving brand relevance and earned media impact. In highly penetrated markets within
Pandora’s Core, incremental growth increasingly depends on design-led storytelling, locally relevant
marketing and social and engagement-driven channels.
Accordingly, Pandora will rebalance marketing investment towards channels that more effectively amplify
earned media and cultural relevance while continuing to deploy high-impact and efficient video campaigns
to build emotional resonance at scale.
Global brand platforms will now be amplified through locally relevant PR, press and influencer partnerships,
ensuring relevance while avoiding fragmentation. In line with this evolution, and supporting Pandora’s