Claire’s is set to expand its retail presence to more than 7,000 new locations across North America through a licensing partnership with Centric Brands, moving the jewellery and accessories brand beyond its traditional mall-based stores. The deal, announced on Monday, will place Claire’s products in major chains including CVS, Kohl’s and Walmart.
Under the agreement, private equity firm Ames Watson and Centric Brands will develop exclusive collections of cosmetics, jewellery, hair accessories, stationery and bags. The companies also plan to explore new categories such as apparel and home goods, and introduce co-branded products through “shop-in-shop” experiences using Centric’s relationships with entertainment studios.
Lawrence Berger, cofounder and partner at Ames Watson, said: “By expanding our presence beyond our own stores, we’re able to meet consumers wherever they shop, while continuing to invest in the in-store experiences that define the brand, like ear piercing.”
The expansion follows a period of financial restructuring for Claire’s. The retailer filed for Chapter 11 bankruptcy in March 2018, closing 189 stores, and again in August 2025, after which it was acquired by Ames Watson for $140 million. Bankruptcy records indicated that 234 Claire’s locations and 56 Icing stores were slated for closure.
The new partnership builds on earlier wholesale deals with Walmart in 2018 and Kohl’s in 2023, and reflects a broader trend of brick-and-mortar retailers sharing store space, as seen with Staples and Party City.
