Pandora appoints new CEO to lead transformation

Danish jewellery firm Pandora has named Alexander Lacik to lead a company-wide transformation programme designed to “reignite a passion for Pandora”.


Lacik will join the business as its new chief executive as soon as possible, Pandora announced in a statement on Thursday.

He will draw from his experience as a consumer marketer and brand architect to help drive the execution of the jeweller’s new Now strategy, unveiled earlier this year to create a clear positioning for the brand and improve the company’s performance.

“I am delighted that we have secured Alexander Lacik as CEO of Pandora. Alexander is a strong match for our recently announced strategic direction and will be instrumental in executing Programme NOW. Alexander is a brilliant marketer and brand architect and has throughout his career shown himself as a great leader and a highly effective executor. His skills and experience will be key to revitalising the Pandora brand,” said Peder Tuborgh, chairman of the board of directors.

Lacik has successfully grown and built consumer companies into global powerhouses before. He is currently CEO of Britax, a world leader in child safety products, where he drove a strategic brand positioning that paved the way for an increase in sales to $3.5 billion.

Prior to that, he was president of North America at Reckitt Benckiser (owner of consumer brands including Vanish, Dettol and Veet) and held a number of positions in sales and marketing at Procter & Gamble.

The CEO appointment comes at a moment of change within Pandora, with the Danish jewellery manufacturer hoping to return to positive like-for-like growth in the medium term.

The brand is set to reduced its promotional activities, reorganise its wholesale inventories and reduce a total of 1.2 billion Danish krone by 2020 to fund the growth initiatives. Additionally, it has recently merged its creative and brand efforts, and recruited a new senior vice president of Global Merchandising.

Copyright © 2019 All rights reserved.