Claire’s is expanding its retail footprint 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 format.
The agreement between private equity firm Ames Watson and Centric Brands will place Claire’s products in major chains including CVS, Kohl’s and Walmart, the companies announced. Claire’s currently operates around 900 standalone stores.
Centric Brands will develop exclusive collections of cosmetics, jewellery, hair accessories, stationery and bags, and explore new categories such as apparel and home goods. The company also plans to introduce co-branded products through “shop-in-shop” experiences using its entertainment studio relationships.
“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, co-founder and partner at Ames Watson.
The expansion follows financial restructuring for Claire’s, which filed for Chapter 11 bankruptcy in March 2018 and again in August 2025, after which Ames Watson acquired it for $140 million. Bankruptcy records indicated 234 Claire’s and 56 Icing stores were slated for closure.
The deal builds on earlier wholesale partnerships with Walmart in 2018 and Kohl’s in 2023, and reflects a trend of retailers sharing store space, similar to Staples’ recent arrangement with Party City.
