Pandora has announced wide ranging adjustments in retail prices for most of its jewellery collections in the Chinese market with the aim of limiting grey market trading in its products in that country.

The world’s largest jewellery manufacturer said that the cuts are across the majority of the Company’s jewellery collections, with the overall adjustment range at around 15%. 

Explaining the move, the Company said that as its jewellery is highly sought after, there has been a rise in demand for it in the grey market trade within China. The price reduction aims to limit this, Pandora said, as well as balance the retail price difference in the mainland Chinese market and other markets.

“We are committed to servicing our Chinese customers and are very pleased with the opportunities for continued growth in China. This price reduction across our jewellery assortment is one element in our strategic programme to limit grey market trading of our products in China, and continue to enhance our customer experience in the world’s largest jewellery market,” says Kenneth Madsen, President of PANDORA’s Asia Pacific region.

Pandora entered China in 2010, and since then it has seen revenues grow in double or triple-digit figures each year as the Company has opened more stores, entered new cities and expanded its online presence in the country. Today, there are over 170 Pandora concept stores in more than 50 cities in China.