Pandora prepares for relaunch via new retail approach, hosts Los Angeles event

Danish jewelry company Pandora is gearing up for its relaunch, with plans to debut a new store design, design collaborations and more. 

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Part of Pandora’s company-wide turnaround plan, ‘Programme Now,’ the first rebranded store is scheduled to open in the UK, followed by stores in China and Italy throughout 2019. The brick-and-mortar update will coincide with a reboot of the company’s e-commerce, with new online stores and a refresh of Pandora’s presence on partners' e-commerce sites like Chinese e-retailer, Tmall.

In a press release, the company said it will also debut new design collaborations with global franchises, as well as partnerships with celebrities, influencers and organisations, in a series of projects that mark the company's largest marketing investment to-date. These initiatives are set to kick off in the second half of 2019 and continue to roll out into 2020.

"We have received very positive feedback to the marketing pilots we have conducted earlier this year, so we are eager to take this to consumers around the world and show a fresher and more contemporary Pandora," said Alexander Lacik, CEO of Pandora.

In order to boost the upcoming changes, Pandora will host a celebratory event in Los Angeles on August 28, where the company said it will reveal its new purpose, brand expression and visual identity, and show its Autumn 2019 collection.

The announcement follows the company’s recent appointment of Erik Schmidt as its new chief HR officer.

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