Claire's is significantly expanding its retail presence through a new licensing partnership that will place its products in more than 7,000 locations across North America, including CVS, Kohl's and Walmart. The agreement, announced on Monday, involves private equity firm Ames Watson and Centric Brands, and marks a major shift away from the brand's traditional mall-based stores.
Under the deal, Centric Brands will develop exclusive collections of Claire's cosmetics, jewellery, hair accessories, stationery and bags. The company also plans to explore new categories such as apparel and home goods, and will introduce co-branded products through 'shop-in-shop' experiences using its relationships with entertainment studios.
Lawrence Berger, co-founder 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 protection in March 2018, closing 189 stores, and filed for bankruptcy again in August 2025. It was then 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 agreements with Walmart in 2018 and Kohl's in 2023. It reflects a growing trend of brick-and-mortar retailers collaborating to share store space, similar to Staples' recent arrangement with Party City.
