Pandora has hired former Nike executive Geena Tok as managing director for its China business, replacing Anthony Asinas, who will become managing director for Hong Kong and Macau, the jeweler said Sunday.
Tok (pictured), who was managing director and chief merchant at Nike China for 17 years, will oversee Pandora’s 200 stores throughout the country.
Pandora has had a challenging time in China over the past year, and recently noted a rise in unauthorized sales of its products on the grey market. The company subsequently lowered its prices in China by approximately 15% in an effort to compete with those unlicensed sellers.
Pandora CEO Anders Colding Friis stepped down from his position after the company’s profit fell 15% in the first quarter — largely due to a drop in sales in the country. The retailer also laid off 397 employees earlier this month, in an effort to cut costs.
Tok will work out of Pandora’s Shanghai office. She will report to Kenneth Madsen, president of the Asia-Pacific region.