Target Information

Axcel has secured an agreement with the owners of the jewelry company Pandora to acquire 60% of the company’s shares. Previously, ownership was divided among the co-founders, Per and Winnie Enevoldsen, their son Christian, and several executive employees. The current owners will co-invest alongside Axcel in the newly formed company and will retain a 40% stake.

Pandora's flagship products are bracelets with matching charms made from precious metals and genuine stones, allowing customers to create personalized and unique jewelry combinations. Launched in 2000, these bracelets have significantly contributed to Pandora's success, resulting in a doubling of annual revenue.

Industry Overview in Denmark

Denmark’s jewelry market is known for its craftsmanship and innovative design, making it a competitive space for luxury goods. The country has a rich tradition in jewelry manufacturing and design, and companies like Pandora have successfully harnessed this heritage to create globally recognized brands.

Pandora's products are designed and developed in Denmark but are produced in Thailand, where approximately 1,000 skilled craftsmen hand-finish the jewelry. The company offers not only bracelets but also necklaces, earrings, and rings, selling its products directly or through distributors to around 7,000 jewelry and gift shops across 20 countries. Pandora has won multiple Gazelle awards and was named

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