.PANDORA_NA is launching a line featuring some of the most famous works by the late street art legend Keith Haring.
, Cinderella, Minnie Mouse and Star Wars. They’ve also featured Harry Potter, and have a longstanding partnership with UNICEF.
Sales for the various collaboration amounted to 10 percent of total revenue in the second quarter, up 34 percent year-over-year,“They are a key asset to grow our core,” Fairchild said of the collaboration business. The Keith Haring line “targets a new demographic and audience compared to our existing volume driver collaborations,” he added.
While it may be the first time Pandora is working with an artist, the brand has plans for other artists, musicians and fashion collaborations going forward as part of a broader brand-shift strategy. “This takes our core product and elevates it with a strong pipeline of innovation and creativity,” he said.
Fairchild added Pandora customers are interested in more unique offerings from the brand, and the company sees “considerable opportunities with existing consumers’ interest in the art category.”
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