Pandora Turns to Harry Potter to Help Relaunch Jewelry Brand

(Bloomberg) -- Pandora A/S will introduce a jewelry collection based on the characters of the Harry Potter franchise as part of efforts to relaunch the brand after suffering a set back in key markets and falling out of favor among investors.

The Copenhagen-based company has signed a contract with Warner Bros. that will allow it to sell 12 new products, including charms, pendants and a bracelet, from late November, according to a statement on Wednesday. Pandora already has an agreement with Walt Disney Co. to sell Disney-themed products in most parts of the world.

Pandora is due to report second-quarter earnings on Aug. 20. The shares are down about 13% since the start of 2019, setting up the company for a third consecutive year of annual stock market losses.

Read more: Pandora Reset Has Many Parts, Likely to Take Longer: 2Q Preview

The jeweler’s two-year restructuring plan -- dubbed Programme Now -- includes increased marketing spending and the removal of slow-moving products.

To contact the reporter on this story: Christian Wienberg in Copenhagen at cwienberg@bloomberg.net

To contact the editors responsible for this story: Tasneem Hanfi Brögger at tbrogger@bloomberg.net, Nick Rigillo

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