Jewellery Brand – Pandora The Origin And Current Situation of

Two dogs strive for a bone, and a third runs away with it.

Pandora was established by Denmark jewelry craftsman Per Enevoldsen in 1979. After that, this kind of business was popular all over the world. He said, "I have never expected Pandora to have such great influence today. One reason is that we are always very concerned about the new product design and product quality, which make the success arrive quietly."

From 1982, the couple often imported from jewelry Thailand for retail, and after a long time of wholesale business activities. After experiencing various management ways and a steady increase in sales, the couple decided to build their own jewelry factory in Thailand in 1987. In 1989, Per Enevoldsen established a small factory in Bangkok and hired ten workers to work for him, therefore, he decided to produce the products that designed by him in Thailand. In 1999, he designed and patented Pandora charm bracelet available in the Danish market and soon became popular throughout Europe.

The bracelet got a pattern of patented buckle system, the wearer can adjust it by themselves. It is very comfortable to wear, and very special. Consumers accept Pandora's idea rapidly, and with the requirements of the foreign markets, Pandora develops more and more fast. Today, Pandora jewelry has been selling in 18 countries in the world. Because of the great demand and a large number of sales, Pandora jewelry becomes a world-class brand.

The once two pepople enterprise now turns into a big group. Its headquater is set up in Copenhagen, and it has a service team with more than 100 employers in North-America, and more than 1000 production workers in Thailand factory.

After experiencing incredible growth, Pandora also faces bottlenecks in the development and unprecedented difficulties. Denmark's largest private acquisition of common stock fund Axcel purchased 60% shares of Denmark Pandora. As the founders of Pandora, Per and Winnie Enevoldsen still hold stock in the company. Per now still manages production in Thailand.

Per Enevoldsen is currently living in Bongkok, and manages a factory with more than 1600 workers. As a part of Pandora Holdings A / S, the production plant in Bangkok has also been acquired and would be expanded which would break the bottleneck caused by rising demand. Axcel, a partnership capital investment enterprise, founded in 1994, aims to bring the resources and stability for the company and help them implement the development strategy.

Now, the company has invested in 15 different fields of company. Axcel's investment including: Denmark porcelain brand and Royale Copenhagen. The company has a management fund of one billion. This acquisition is just one part of an international brand management strategies uesd by Pandora Holdings A / S.

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