How Pandora survived Trump's trade war

Pandora, the world's largest jewelry company, is based in Denmark and has almost 500 shops in the USA, more than in one of his other key markets. In a way, his real home Thailand is, where the company has been producing its products for almost four decades.

Like many global companies, Pandora has used a supply chain through continent to sell its goods worldwide at low costs. But last month this supply chain became a serious weakness when President Trump, together with steep tariffs for dozens of other countries, would impose 36 percent tariffs for goods that enter the United States from Thailand.

After Mr. Trump unveiled his “mutual” tariffs, Pandora's shares were among the worst in Europe. A week later, Mr. Trump postponed these tariffs to the beginning of July and offered exhaustion.

But the threat threatens, and Alexander Lacik, the managing director of Pandora, does not expect to end the uncertainty that companies paralyzed. If the tariffs do not return on previous levels, the next year will be turbulent, he said in an interview. At the moment, he added, there is little to do, but wait to see how investors, customers and competitors react.

“With the information available today, I would be crazy to make great strategic decisions,” said Lacik.