Pandora Launches First New Charm in 5 Years

RAPAPORT... Pandora has unveiled its first new charm-bracelet design forhalf a decade, aiming to attract consumers with customizable products featuringin-fashion styles. The line, named Pandora Reflexions, is a flexible,mesh-style bracelet that wearers can adapt using clip-on, interchangeablecharms, the Danish company said Thursday. The pieces have a flatter and sleekershape than that of the jeweler's core charm designs. "We expect the clean and timeless look of the bracelet willattract customers seeking this particular fashion trend that has been emergingrecently," said Stephen Fairchild, Pandora's chief creative officer. While the jeweler considers silver its signature metal forcharms, it will offer Reflexions in that material or with rose- or yellow-goldplating due to the popularity of those metals in Asia, it said. China is one of Pandora's largest and mostimportant markets. The new line is "an example of our strategic ambition tolead and innovate the charms category by bringing exciting new products tocustomers," Fairchild added. Although it's the first new Pandora design of its kind for fiveyears, it's the company's second new concept this year after it debuted acollection of 18-karat-gold-plated jewelry named Pandora Shine in March. Pandora is aiming to reignite sales after weak demand forits charms resulted in the jeweler missing its own revenue expectations in the secondquarter and slashing its full-year outlook. CEO Anders ColdingFriis resigned in August following those results, with new chief operatingofficer Jeremy Schwartz running the company in the interim alongside chieffinancial officer Anders Boyer. Pandora will launch about 60 different Reflexions products thisyear, both online and across its concept stores around the world. Image: Pandora Reflexions charm bracelets. (Pandora)