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View Annual Report 2018ANNUAL REPORT PANDORA ANNUAL REPORT 2018 CONTENTS Contents 01/ 04/ The Big Picture 3 Shareholder Information 41 Pandora at a Glance 3 Chairman's Letter to Shareholders 5 Executive Summary 6 Five-Year Summary 8 05/ Key Events 2018 9 Financial Review 44 Financial Outlook for 2019 11 02/ 06/ Our Business 14 Financial Statements 53 Pandora in the Jewellery Industry 15 Group 53 The Pandora Business Model 18 Parent Company 97 Our Strategy 21 Management Statement 112 Risks 23 Independent Auditors’ Report 113 03/ Governance & Management 27 Corporate Governance 28 Corporate Sustainability 31 Intellectual Capital 36 FRONT PAGE: Jessica is among seven customers who we have met around the world. Meet them throughout the Board of Directors 38 report and learn more about their relationship with Pandora Executive Management 40 jewellery. The customers portrayed in this Annual Report have participated on their own will and share their personal Management Board 40 experience, regardless of Pandora. 2 PANDORA ANNUAL REPORT 2018 THE BIG PICTURE CONTENTS Pandora >100 ~32,000 countries sell employees at a Glance our jewellery As the world’s biggest jewellery brand, we touch the lives of millions of people 2,705 85% every day. Bringing together traditional concept stores brand awareness in key markets craftsmanship and state-of-the-art inno- vation, our affordable jewellery is made to the highest environmental and ethical standards. 3 PANDORA ANNUAL REPORT 2018 THE BIG PICTURE CONTENTS REVENUE AND EBITDA MARGIN (DKKm and %) 112 100% 22.8 DKKm % million pieces of gold grains DKK billion 25,000 100 jewellery crafted recycled in revenue 22,781 22,806 20,281 20,000 80 16,737 15,000 60 1.7 88% 5.9 11,942 billion stones silver grains DKK billion returned used recycled to shareholders 37.1% 39.1% 37.3% 10,000 36.0% 32.5% 40 5,000 20 32.5% 2014 2015 2016 2017 2018 EBITDA margin Revenue EBITDA margin 4 PANDORA ANNUAL REPORT 2018 THE BIG PICTURE CONTENTS CHAIRMAN’S LETTER TO With the comprehensive two-year Programme THE SHAREHOLDERS NOW, we will make several fundamental chang- es to restore sustainable growth in the long-term and protect profitability. The first step of the pro- gramme was to change our network expansion strategy and significantly reduce the number of store openings and franchise acquisitions. As the Transforming next important steps, we will invest to reignite a passion for Pandora and reduce costs. We will base management incentives on organic growth, total like-for-like, and total shareholder return to Pandora to Deliver align with shareholder interests on this important journey. Long-Term Value I am also pleased that we have found two new and highly qualified candidates for the Board of Directors in Ms. Isabelle Parize and Sir John Peace, both with excellent retail and brand ex- perience. Global retail is changing rapidly. Experiences, the year unfolded, we decided to establish a tem- Many of the changes we make during 2019 will e-commerce and globalisation impact shopping porary joint executive leadership team with An- not become visible to consumers until late in the and consumers’ way of making purchasing de- ders Boyer stepping in as Chief Financial Officer year or next year, and our financial results will cisions. Especially the interplay between phys- in August and Jeremy Schwartz joining as Chief be negatively impacted before we see improve- ical and online retail is developing fast. More Operating Officer in September. ments. The jewellery industry is expected to grow customer relationships become digital first, and in the years to come, and with our firm actions consumers demand high convenience, great The Board and the new executive team have since we will restore sustainable growth at industry experiences and seamless integration between conducted a health check of the business and our level, asserting our position as the biggest jewel- stores and the online universe. A dynamic market position in the changing retail space. We found lery brand in the world. reality that poses challenges as well as opportu- that our brand has high awareness, but lacks clear nities for Pandora. positioning. We also found that Pandora can im- prove its relevance to consumers and deliver 2018 was a tough year for Pandora. This is evi- better on their demands for a unique shopping dent in our financial results. 3% revenue growth experience. And we could see that Pandora has in local currency, an EBITDA margin of 32.5%, an opportunity to leverage its unique product as- and negative total like-for-like are not satisfacto- sortment more impactfully. Essentially, challenges ry. Our main growth initiative of refreshing the that are mostly due to internal limitations which Peder Tuborgh product portfolio did not improve sales. And as can be overcome through forceful action. Chairman of the Board of Directors 5 PANDORA ANNUAL REPORT 2018 THE BIG PICTURE CONTENTS EXECUTIVE SUMMARY 28% Towards of the total revenue came from Rings, Earrings and Sustainable Growth Necklaces & Pendants Pandora today announces the next steps of Pro- A key part of Programme NOW will be to Reig- up to 5,000 employees. In 2018, Pandora opened flow principles and is optimised for high volume gramme NOW, following the important changes nite a Passion for Pandora building on our strong a four-storey innovation centre and a new major production. Just like our facility in Lamphun, it is in 2018 with a new interim joint leadership team fundamentals and Pandora’s unique position as crafting facility, both located in Gemopolis near Leadership in Energy and Environmental Design and a refocusing of the network strategy. the world’s biggest jewellery brand. Pandora will Bangkok. The new crafting facility is built on (LEED) Gold certified and together the two facil- infuse new energy to the brand, and inspire and A thorough analysis of the challenges facing the attract more people with a passion to collect and company, we have found that: the brand has high wear Pandora jewellery. awareness, but lacks a clear positioning; we can PRODUCT CATEGORY REVENUE (DKKm) REVENUE BY CHANNEL (DKKm) improve our relevance to consumers and better Read more about Programme NOW deliver on their demands for an inspiring shopping in Our Strategy 14,000 24,000 1,278 1,529 experience; we have an opportunity to leverage 12,000 our unique product assortment for more impact. 20,000 Capacity expansion programme 10,000 8,633 16,000 These challenges are within the control of the being finalised 11,470 company and by addressing these issues with de- One of our key competitive advantages is the 8,000 12,000 termination, Pandora can return to positive like- world-class crafting facilities in Thailand. Since 6,000 for-like growth in the medium term and continue 2015, we have invested close to DKK 1.5 billion 8,000 to deliver industry-leading margins. Programme to improve and expand the facilities. This invest- 4,000 12,895 9,782 NOW will deliver the transformation required, ment has enabled us to maintain our leading po- 4,000 including the change of the network expansion sition within jewellery crafting, while allowing 2,000 strategy as announced in November 2018, sig- us to produce increasingly innovative designs at nificant investments to "Reignite a Passion for affordable prices. Charms Bracelets Rings Earrings Neck- 2018 2017 laces & Pandora", a necessary commercial reset, DKK 1.2 2018 2017 Pendants Pandora owned retail* Wholesale billion in cost reductions, and a new global-local In 2017, Pandora opened a new crafting facility Third-party distribution operating model. in Lamphun near Chiang Mai with a capacity of * Including revenue from Pandora eSTOREs 6 PANDORA ANNUAL REPORT 2018 THE BIG PICTURE CONTENTS ities set new standards in the jewellery industry tion, the three categories grew 9% in local cur- bution network and the global implementation of and shareholder interest. The KPIs decided for in terms of craft, scale, speed and low environ- rency, contributing 28% of total revenue. Devel- a new Enterprise Resource Planning (ERP) system. the Long-Term Incentive Programme will be an- mental impact. opment in Charms and Bracelets was flat in local nounced in a company announcement following currency, generating 72% of total revenue. The effective tax rate was 23.4% for 2018, slightly the Annual General meeting in March 2019. down from 24.8% in 2017. The tax rate in 2017 Financial performance Earnings before interest, tax, depreciation and was impacted by a US tax reform that was signed The short-term incentive plan is cash based and In 2018, total reported revenue was DKK 22.8 amortisation (EBITDA) were DKK 7.4 billion in in December 2017 and by a withholding tax relat- designed to support our business objectives for billion (3% growth in local currency compared 2018 compared with DKK 8.5 billion in 2017. ed to the repatriation of dividend from Thailand. 2019 with focus on profitability and like-for-like, with 2017) on par with reported revenue in 2017. The EBITDA margin for the year was 32.5%, instead of total revenue growth. EBIT margin is compared with 37.3% in 2017. The decrease in assessed to be more suitable for measuring per- Organic growth in 2018 was -2% in local cur- EBITDA margin compared with 2017 was mainly Financial guidance for 2019 formance than EBITDA in the future, as it better rency, due to total like-for-like of -4% as well due to the negative like-for-like growth. Pandora provides the following financial guid- reflects performance following implementation as changes to inventory levels at our wholesale ance for 2019: of IFRS 16 accounting regulations and drives partners.
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