Pandora has set out plans to drive a stronger connection between supply, distribution and consumer demand following an executive reshuffle.

The jewellery brand has promoted Jeerasage Puranasamriddhi – currently SVP manufacturing overseeing Pandora’s operations in Thailand – to chief supply officer, following the passing in April of Thomas Touborg, Pandora’s previous CSO.

Mr Puranasamriddhi will report to CEO Alexander Lacik and serve on Pandora’s Executive Leadership Team.


The move is significant as it coincides with Pandora’s decision to shift responsibility for supply and distribution from group operations to commercial operations under CCO Martino Pessina.

The company said the intention is to “drive a strong connection between supply, distribution and consumer demand”.

To further simplify the organisation, Mr Puranasamriddhi’s current position as SVP manufacturing will not be replaced.

Pandora said the changes support the new operating model it announced back in March, which saw the closure of three regional organisations and the grouping of 100 market teams into 10 clusters.

Mr Puranasamriddhi joined Pandora in April 2020 after 12 years in charge of jewellery manufacturing in Thailand and Vietnam at Marigot, a subsidiary of Swarovski.

He has also led supply chain and manufacturing operations for various multi-national companies in the watch industry across Switzerland, USA, Hong Kong SAR, China and Thailand.

CEO Alexander Lacik said: “With supply and distribution moving closer to the demand side of the business, we strengthen collaboration across our value chain in support of growth. Our focus will be to work with close connections from product and crafting to marketing and retail, creating an organisation that can act quickly to changing consumer demands.”