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PANDORA and Alex and Ani are part of Australias $4 billion watch and jewellery market.
PANDORA has warned its retailers against working with the Danish jewellery powerhouses former president Karin Adcock and her latest business venture, US jewellery range Alex and Ani.
The soft launch of the eclectic Alex and Ani range just weeks out from Christmas triggered a strongly-worded email from PANDORA Australias head office, warning its retailers they could not carry Alex and Ani as well as PANDORA.
Ms Adcock told Faix Media PANDORAs response to Alex and Ani had only heightened retailer interest in the brand and she had been inundated with retailers keen to stock the US collection.
On the back of that email that went out, weve had an overwhelming response from the industry, Ms Adcock said.
PANDORA said it invested in building a strong branded platform with its retailers and it didnt believe it was an optimal situation to have PANDORA and Alex and Ani in the same shop.
President Brien Winther said there was nothing unusual about PANDORAs response to the Alex and Ani launch and he claimed Ms Adcock made similar decisions when she was president.
In 2012, PANDORA had 350 staff and more than 85 concept stores.
Ms Adcock launched PANDORA in Australia more than 10 years ago, building the operation into a $200 million business before she sold out to private equity ahead of a stock market listing of the Danish parent company in 2010.
More than three years after closing the book on Pandora, Ms Adcock has secured the exclusive distribution rights for a US new jewellery collection, the eco-spiritual Alex and Ani brand and she has big plans for the range.
Both PANDORA and Alex and Ani are part of Australias $4 billion watch and jewellery market, which according to research group IBISWorld is growing at a rate of about 2 per cent a year.
Karin Adcock, the woman who brought us PANDORA is launching launched US jewelry brand Alex and Ani into Australia.
Despite claiming the PANDORA strategy had backfired, Ms Adcock revealed she had referred the matter to the competition watchdog.
She said PANDORA was already sold alongside other similar charm brands such as Thomas Sabo and Endless Jewellery through its multi-brand jewellery retailers.
PANDORA has a very strong brand in Australia through its large network of jewellers as well as its stand alone stores, many of which are in busy shopping malls.
When Ms Adcock finally stepped away from PANDORA in 2012, it had 350 staff and more than 85 concept stores.
The PANDORA Australia sales accounted for about 15 per cent of the groups total sales and on a per capita basis, the Australian region was four times more successful that the US.
The Alex and Ani online store went live in mid December and Ms Adcock secured nine retailers in time to capture a slice of the Christmas retail trade.
However, there are big plans for the brand, including the launch of five concept stores in 2016, one in Melbourne and four in Sydney and Ms Adcock will use her experience with PANDORA to drive sales through independent jewellers.
The Alex and Ani brand is best suited to shopping centres, just like PANDORA, where it can get the maximum exposure and Ms Adcock said she had already had very positive conversations with the owner of Westfield.
Im very conscious there are a lot of jewellery brands out there right now and we want to take this brand to market and really make a statement that we are here to stay, Ms Adcock said.
For us to get traction and get out wide enough we have to be online, which is why we are starting the business online and running it out of our warehouse.
But we need to be really careful about how we position ourselves.
The Alex and Ani collection is built around the concept of positive energy, mixing symbolism and sustainable materials for its range of US-manuctured designs.cartier jewelry pricecartier santos tankcartier love ring wedding bandcartier santos tankcartier santocartier love ring wedding bands tank.
