Claire's is significantly broadening its retail footprint through a new licensing agreement that will bring its jewelry and cosmetics to more than 7,000 additional locations across North America. The partnership between private equity firm Ames Watson and Centric Brands will place Claire's products in major retail chains, including CVS, Kohl's, and Walmart, the companies announced Monday.
Expansion Details
Claire's currently operates roughly 900 standalone stores, primarily in shopping malls. Under this new deal, Centric Brands will develop exclusive collections of Claire's cosmetics, jewelry, hair accessories, stationery, and bags. The company also plans to explore new categories such as apparel and home goods, and leverage its relationships with entertainment studios to introduce co-branded products through "shop-in-shop" experiences.
Strategic Shift
"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," said Lawrence Berger, cofounder and partner at Ames Watson, in a statement.
This 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
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.
