Teen accessories brand Claire's is significantly expanding its retail footprint through a new licensing partnership that will bring its products to more than 7,000 new locations across North America. The deal, announced Monday between private equity firm Ames Watson and Centric Brands, places Claire's exclusive jewelry and cosmetics collections in major retail chains including CVS, Kohl's, and Walmart.
Claire's currently operates roughly 900 standalone stores, primarily in shopping malls. Under the agreement, Centric Brands will develop exclusive collections of cosmetics, jewelry, hair accessories, stationery, and bags. The company also plans to explore new categories such as apparel and home goods, and leverage relationships with entertainment studios to introduce co-branded products through “shop-in-shop” experiences.
Strategic Expansion Beyond Malls
“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,” Lawrence Berger, a cofounder and partner at Ames Watson, said in a statement.
The expansion follows a period of financial restructuring for the retailer. Claire's previously closed 189 stores before filing for Chapter 11 bankruptcy protection in March 2018. The company filed for bankruptcy a second time in August 2025, after which it was acquired by Ames Watson for $140 million. Bankruptcy records from that period indicated that 234 Claire's locations and 56 Icing stores were slated for closure.
Growing Trend of Retail Partnerships
The new agreement drastically increases the scale of Claire's distribution, building on earlier wholesale partnerships with Walmart in 2018 and Kohl's in 2023. The move reflects a growing trend of brick-and-mortar retailers teaming up to share store space. Recently, office supply chain Staples announced a similar arrangement to sell merchandise from Party City, which has also undergone multiple bankruptcy restructurings.
The companies said the partnership was designed to grow Claire's beyond its own storefronts through wider distribution and more consistent branding. This expansion allows Claire's to reach customers in more convenient locations while maintaining its signature in-store services like ear piercing.
