Pandora has warned its Australian jewelers against stocking “competing” charm brand Alex and Ani, according to a report and email reprinted in Jeweller magazine, a local trade publication.
“As you may have heard, Alex and Ani is entering the Australian jewelry market,” said the email reportedly from Pandora Australia president Brien Winther. “Under the terms of your Pandora authorized retailer agreement you must not sell any products that could reasonably be regarded as competing products.”
It adds that Pandora considers Alex and Ani a competitor.
“Pandora would not consider allowing you to distribute Alex and Ani products from your store whilst you are an authorized Pandora retailer,” it concludes.
The publication noted that the former head of Pandora Australia, Karin Adcock, recently secured the rights to distribute Alex and Ani in Australia.
While primarily a U.S. brand, Alex and Ani has begun to expand overseas, and is available in department stores in Kuwait, Canada, Ireland, Spain, Portugal, and Japan.