By Lenore Fedow
Pandora’s sterling silver Dino the Dinosaur charm ($40) is listed as trending on its website. The Danish jewelry company is looking to relaunch its brand, best known for its charm bracelets.
Copenhagen, Denmark—Pandora will kick off its brand relaunch on Aug. 28 with an event in Los Angeles, the company announced Wednesday.

Around 400 guests will attend to take a first look at the brand’s revamped store layout and aesthetic, which the company said focuses on “discovery and collectability.”

Pandora will also unveil new products, including its autumn 2019 collection, during the event. The company said it plans to launch design collaborations with global franchises, and partner with celebrities, influencers and other organizations to market its jewelry.

The rollout will take place over the second half of 2019 into next year, with the first rebranded store opening in the U.K. followed by stores in key markets, including China and Italy.

A company spokesperson told National Jeweler Wednesday that dates have not yet been announced for the opening of new stores in the United States. Photos of the new stores and products are not yet available.

Pandora also plans to overhaul its ecommerce presence, introducing new online stores and refreshing its presence on partner sites such as Tmall, an Alibaba-owned e-tailer.

The redesign is the next step in the company’s Programme Now, a turnaround plan designed to reignite the brand best known for its charm bracelets, which have been waning in popularity.

The plan, which includes cutting back on the number of promotions and closing stores, aims to reduce annual costs by DKK 1.2 billion ($177 million) by the end of 2020 to fund the relaunch.

“The event in Los Angeles marks the beginning of our journey to become more relevant for consumers,” Pandora CEO Alexander Lacik said in the press release announcing the relaunch.

Lacik said the company has received “very positive” feedback to marketing efforts conducted earlier this year and is looking forward to showing consumers “a fresher and more contemporary Pandora.”

The company had more relaunch-related news earlier this week, announcing Monday that human resources veteran Erik Schmidt has joined Pandora as its chief HR officer.

“At the core of this transformation stands the need to support and develop our global workplace and our employees in the best possible way. This requires an HR executive with extensive global transformation experience as well as operational experience from some of our key markets, and that is what Erik Schmidt brings to Pandora,” Lacik said.

Previously, Schmidt was chief human resources officer at Britax, a child safety products company. He has also served in HR positions at HSBC, Avis, General Electric, Lego and Diageo.

Current SVP Group HR Mads Kamp will leave the company in August following a short overlap period with Schmidt.

Lacik said in a press release that he agreed with Kamp’s decision to leave following “significant changes in requirements for this position.”

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