Quick Facts
- Claire’s signed exclusive licensing deal with Centric Brands to expand to 7,000 additional retail locations across North America
- Products will appear at major retailers including Walmart, Kohl’s and CVS in the United States and Canada
- Expansion includes new categories like apparel, sleepwear and home goods beyond core jewelry and accessories
Claire’s will expand into more than 7,000 additional retail locations through an exclusive licensing agreement with Centric Brands announced November 25, 2025.
The partnership brings Claire’s products to major retailers including Walmart, Kohl’s and CVS across the United States and Canada. The deal marks a significant shift for the tween retailer from its traditional mall-based footprint of 1,368 stores.
Centric Brands and Claire’s plan to develop products across cosmetics, jewelry and hair accessories. The companies will also explore new categories including apparel, sleepwear and home goods.
“This partnership will provide more opportunities for consumers to connect with the beloved Claire’s brand across even more retail touchpoints,” said Alex Fogelson, Executive Vice President at Centric Brands.
The expansion comes less than a year after Ames Watson acquired Claire’s for $140 million out of bankruptcy in September 2025. The private investment firm previously grew Lids into a billion-dollar business after acquiring it in 2019.
“This partnership marks an important step in Claire’s evolution into a true multi-channel brand platform,” said Lawrence Berger, Ames Watson Co-founder. “By expanding our presence beyond our own stores, we’re able to meet consumers wherever they shop.”
Claire’s operates 1,368 stores in the United States as of December 2024. The company has pierced over 131 million ears in its 60-year history and remains the leading destination for first piercings.
Centric Brands works with major companies including Gap, Nautica, Coach and UGG on licensing partnerships. The Claire’s deal represents Ames Watson’s strategy to scale the brand beyond its core retail locations while maintaining focus on signature services like ear piercing.
