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MajorsOct 10, 2018
Pandora Debuts First New Charm Bracelet in 5 Years
The launch of the Reflexions concept, featuring mesh-style bracelets with clip-on charms, comes amid struggling sales for the Danish company.
Reflexions, Pandora’s new charm bracelet concept, features clip-on charms that adhere to a mesh-style bracelet.
Copenhagen, Denmark—For the first time in five years, Pandora has launched a new charm bracelet concept.
Bracelets in the Reflexions collection are crafted in a flexible, mesh-like style with charms that clip on via built-in silicone grips. As with all of Pandora’s charm bracelet offerings, the charms are interchangeable, allowing for customization.
Reflexions bracelets are available in three different metal styles: sterling silver; what Pandora calls “Pandora Rose,” or 18-karat rose gold plating; and “Pandora Shine,” or 18-karat gold plated silver.
“In contrast to Pandora’s core charm designs, Reflexions charms are flatter and more sleek in shape, and we expect the clean and timeless look of the bracelet will attract customers seeking this particular fashion trend that has been emerging recently,” said Stephen Fairchild, Pandora’s chief creative officer. “And though silver is the metal that defines Pandora charms, the success of rose and gold in certain Asian countries and across the world will be captured with Reflexions launching in three metals—silver, rose and gold.”
Pandora said it will release 60 products as part of Reflexions this year, in its 2,500 concept stores worldwide and its online shop.
The new charms are in line with Pandora’s five-year strategy to elevate its product offerings, both through refreshing existing concepts and introducing new ones. 
Earlier this year, the company launched “Pandora Shine,” its 18-karat gold plated sterling silver collection.
Including the concept stores, Pandora sells in more than 7,700 points of sale.
In 2017, the company’s total revenue was approximately $3.56 billion, equating to 20,000 charms and 40,000 bracelets sold per day.
Charm bracelets account for almost three quarters of total Pandora sales, but they have been lagging of late, with Pandora reporting flat second quarter sales and slashing its forecast for the year.
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