// Pandora has named Alexander Lacik as CEO
// Lacik will use his skills from his experience as a consumer marketer & brand architect
// He was former CEO of Britax
Pandora has appointed Alexander Lacik as its new chief executive, who will oversee a plan to revitalise the jewellery retailer and “reignite a passion for Pandora.”
Lacik will utilise skills from his experience as a consumer marketer and brand architect to help drive the Pandora’s new Now strategy, which was introduced earlier this year to improve its performance.
“Alexander is a strong match for our recently announced strategic direction and will be instrumental in executing Programme Now,” Pandora chairman Peder Tuborgh said.
“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.”
Lacik has also built consumer companies into global powerhouses, before being appointed as chief executive of child safety products firm Britax, where he led the brand’s positioning to increase its sales to $3.5 billion (£2.7 billion).
He was also president of North America at Reckitt Benckiser, owner of consumer brands including Vanish, Dettol and Veet, and held senior positions in sales and marketing at Procter & Gamble.
The appointment follows Pandora’s transformation, as the Danish jeweller expects positive like-for-like growth in the medium term.
Meanwhile, Pandora is set to lessen its promotional activities and reorganise wholesale inventories.