Pandora (PANDY) made a name for itself selling affordable charm bracelets. Retail analyst Brian McGough says it’s best they keep it that way. 

The “Best Idea” Retail Short is shifting its strategy to move higher in price point. It wants to become a one-stop shop for all things jewelry. 

“This just smells really bad,” McGough explains in this clip from The Call @ Hedgeye. “The fact of the matter is, like nine out of 10 companies that try to go upscale … ultimately fail.” 

McGough breaks down the headwinds ahead for PANDY in the full clip above. 

McGough: Pandora’s Strategy Shift ‘Smells Really Bad’ $PANDY - Call Banner