Teen accessories retailer Claire’s is accelerating its asset-light expansion strategy through a new exclusive licensing partnership with Centric Brands, a move that will scale the brand’s presence across more than 7,000 retail locations in North America.
The agreement will significantly expand Claire’s reach beyond its existing network of over 900 company-operated stores, with products rolling out through major retail partners including Walmart, Kohl’s and CVS Health. The rollout is expected to deepen Claire’s penetration across mass retail and pharmacy channels while opening new avenues for brand visibility among Gen Alpha and teen consumers.
Under the deal, Centric Brands will oversee licensed product development, category expansion and retail distribution for Claire’s across categories including jewellery, cosmetics, hair accessories, bags, stationery and novelty products. The partnership will also push the brand into newer verticals such as apparel, sleepwear and home goods.
The move reflects a broader shift in Claire’s growth strategy as the retailer evolves from a traditional mall-based chain into a multi-channel consumer brand platform using licensing-led expansion, a model increasingly aligned with franchise and asset-light retail growth strategies globally.
“This partnership marks an important step in Claire’s evolution into a true multi-channel brand platform,” said Lawrence Berger, Chief Executive Officer of Claire’s. He added that the partnership will help the company “meet consumers wherever they shop” while continuing to invest in signature experiences such as ear piercing services.
Alex Fogelson, Chief Executive Officer of Centric Brands, said the agreement demonstrates Centric’s ability to scale “beloved brands across multiple retail channels and categories,” while creating new touchpoints for consumers to engage with Claire’s products.
The partnership comes as Claire’s continues its turnaround and international recovery efforts under new ownership. In 2025, investment firm Ames Watson acquired the retailer following its second Chapter 11 bankruptcy restructuring.
Claire’s has also been rebuilding its international operations through regional operators and strategic partnerships. In Europe, entrepreneur Julien Jarjoura has been leading the relaunch of Claire’s stores across the UK and mainland Europe, where the business operates around 240 locations with plans for further expansion.
Industry observers view the Centric Brands partnership as a franchise-style scaling play, allowing Claire’s to rapidly increase market presence without the capital intensity of opening thousands of standalone stores. The licensing-led model enables the brand to leverage third-party retail infrastructure while maintaining consumer visibility across multiple formats.
Founded in 1961, Claire’s remains one of the world’s best-known youth accessories retailers and has performed more than 131 million ear piercings globally over the years.
