Pandora, known for its charm bracelets, is setting a new course. The Danish company wants to put an end to continuous large-scale discount campaigns, which are so characteristic of the jewelery maker.

The company strives to sell jewelry for the full price over the counter more often. From now on, the Danes will only carry out discount campaigns during special periods, such as around Christmas. The website will also receive a facelift: it will be simplified. In addition, a new digital bracelets platform goes into the air, where you can compose charm bracelets to your own taste.

Pandora admits that many consumers do not have a good idea of the brand. This does not succeed in luring them to the stores. The new strategy must change that. For this, the jewelery maker draws nearly 1 billion danish crown.

Pandora has been in heavy weather for some time, partly due to lower performance in China and the United States. In the fourth quarter of last year, turnover even shrank by 7 percent, partly due to disappointing sales to wholesalers, to 7.9 billion Danish krone. That is converted about 1 billion euros.