Pandora Jewelry

Pandora A/S

Type	Publicly traded Aktieselskab
Traded as	Nasdaq Copenhagen: PNDORA
Industry	Jewellery Retail
Founded	1982
Founder	Per Enevoldsen
Headquarters	Haveneholmen 17 - 19 DK-1561 Copenhagen, Denmark
Key people	Anders Colding Friis (CEO) Peder Tuborgh (Chairman)
Revenue	DKK 20.281 billion (2016)
Total assets	DKK 15.085 billion (2016)
Total equity	DKK 6.794 billion (2016)
Number of employees	21,500 (2016 average)
Website	pandoragroup.com
Footnotes / references Financial Reporting

Haveneholmen 17 - 19

Pandora A/S (often styled PANDORA) is an international Danish jewellery manufacturer and retailer founded in 1982 by Per Enevoldsen. The company started as a family-run jewellery shop in Copenhagen.

Pandora is known for its customizable charm bracelets, designer rings, necklaces and (now discontinued) watches. The company has a production site in Thailand and markets its products in more than 100 countries on 6 continents with more than 8,100 points of sale.

Pandora was founded in 1982 by Danish goldsmith Per Enevoldsen and his then wife Winnie Enevoldsen. The pair began on a small scale by importing jewellery from Thailand and selling to consumers. After a successful wholesale venture, in 1989 Enevoldsen hired in-house designers and established a manufacturing site in Thailand, where it is still located. With low production costs and an efficient supply chain, the Enevoldsens could provide affordable, supposedly hand-finished jewellery for the mass market. Pandora's collection grew to include an assortment of rings, necklaces, earrings and watches. Pandora started selling its signature bracelets in 2000 after a patent and several years of development.

The Danish private equity group Axcel bought a 60% stake in the company from the Enevoldsen family in 2008. Shares totalling DKK 9.96 billion (US$ 1.84 billion) were sold in an IPO in October 2010, one of the biggest IPOs in Europe that year, giving Pandora a market capitalisation of around DKK 27 billion. The company is publicly listed on the NASDAQ OMX in Denmark and is a component of the OMX Copenhagen 20 index.

Pandora became the world's third-largest jewellery company in terms of sales, after Cartier and Tiffany & Co. In 2011, more than one piece of Pandora jewellery was sold every second. Shares fell nearly 80% in 2011 after a shift in focus to higher-end designs alienated core customers, but performance recovered after a return to the more affordable mass market, with the group reporting revenue of DKK 11.9 billion and net profit in excess of DKK 3 billion in 2014.