Pandora jewellery The Past & Current Situation of

Work fascinates me. I can look at it for hours!

Pandora brand was founded in 1979 by the Danish jewelry artisan Per Enevoldsen. After that such a business would have been sweeping across the world. He said, "I never expect Pandora can have influential today. One reason is that we are always too concerned about the new product design and product quality, but the success quietly arrived."

Since 1982, the couple had often bought jewelry from Thailand for retail and had done this wholesale business for a long time. When they have tried lots of ways of management and producing, the sales volume increased in a stable step. Therefore, in 1987, the couple decided to establish their own accessories producing factory in Thailand. In 1989, they set up a small factory in Bankok,hired ten workers and started to produce the products he designed in Thailand. In 1999, he designed and patented Pandora charm bracelet available in the Danish market and soon became popular throughout Europe.

This bracelet have buckle pattern system which was patented so the wearer could adjust it themselves. It is very comfortable to wear and personalization. Consumers quickly accepted the idea of Pandora and so it is gradually developed with the growth in demand in overseas markets. Today, Pandora's ornaments sell well in eighteen countries and it becomes a world-class brand because of its large turnover.

Pandora has developed into group from a two people company in 25 years ago with its headquarters in the Copenhagen in North America. It possesses a service team more than 100 people, and the factory in Thailand has more than 1,000 workers.

Apart from the unbelievale growth, Pandora is also facing the development bottleneck and tremendous difficulty. The biggest private common stock fund Axcel takes over 60 percent share of Pandora Denmark。 But the founders of Pandora Per and Enevoldsen still hold shares and Per continue to manage the production in Thailand.

Per Enevoldsen lives in Bangkok at present, and manage two factories which have more than 1600 workers. As part of Pandora Holdings A/S, the manufaturing factory in Bongkok was acquired and expanded, which will break out the bottleneck caused by increasing demand. Founded in 1994, Axcel is a capital investment partnership which aims to bring the resources and stability for the company to help them implement the development strategy.

At the moment, the company has invested to 15 different companies in various areas. The investment of Axcel involves Danish porcelain brand and Royal Copenhagen. The company has more than 1000 million management fund. This acquisition of Pandora Holdings A / S is a part representation of the international brand management strategy.