Pandara launches pet collars with dangle charms – WWD

RUFF LIFE: Pandora is the latest brand to tap into the bubbly market for high-end pet accessories: bone, heart and paw charms are the most striking feature of the Danish jeweler’s pet collars , available in two colors and four sizes.

“Cuteness overload, guaranteed,” purrs its press release, noting that “proud pet parents will now have the ability to coordinate with their four-legged friends like never before.”

Luxury brands have branched out into pet accessories over the past year amid a spike in pet ownership during the pandemic and a trend that has seen millennials spending more money. money for their cats and dogs. In the UK alone, an estimated 3.2 million households have acquired a pet since the start of the coronavirus health crisis.

Recent entrants to the category include Celine, Gucci, Versace, Moschino and Dsquared2.

The global pet products market, excluding food, is expected to grow by more than $10 billion between 2020 and 2025, when it is expected to reach $36.89 billion, according to Euromonitor International.

Pandora’s pet collars are part of its Fall 2022 Moments collection, built around its collectible charms, the dangling designs echoing some of the designs sported on human wrists, necks and earlobes.

Pandora’s focus group surveys of 3,600 consumers in the United States, Italy and China revealed strong interest in pet products.

“As a brand whose purpose is to give voice to people’s loves, we wanted to meet that demand and provide pet owners with the ability to accessorize their furry friends,” said Sampo Emil Salonen, brand manager Moments. “We have also seen others enter this space, however, we have designed a wide range of products that are uniquely Pandora.”

Salonen noted that designing pet accessories “brought new considerations to our process where we worked with a unique set of materials to create products that fit them.”

Pandora’s creative directors opted for a plant-based, leather-like material for the adjustable necklaces and lightweight stainless steel for the charms, or tags, which can be engraved with messages and other details.

Salonen noted that the collars contain up to 76% bio-based fibers and corn-based resin, covered with a mold- and bacteria-resistant viscose-based fabric.

The collection is available from Thursday at Pandora stores with pet collars priced at $95 and tags at $35.

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