Claire’s has announced a strategic partnership to introduce its products in 700 Kohl’s department stores across the United States. This collaboration is a significant step in Claire’s ongoing efforts to further expand its retail presence.
In-Store Formats
Claire’s will establish its presence in Kohl’s through three distinct formats:
- Gen Alpha Display: Catering to the younger Gen Alpha demographic with trend-forward hair accessories, jewelry, and cosmetics.
- Gen Z Display: Targeting the Gen Z audience with a curated selection of jewelry, hair accessories, and cosmetics.
- Checkout Display: Featuring a mix of seasonal and novelty products strategically positioned near the checkout counters.
Expanding Retail Partnerships
Claire’s has been actively forming partnerships with various retailers to broaden its reach. Last year, the brand inked a deal with Macy’s and is now available in over 125 locations, including eight flagship stores.
Claire’s has also partnered with more than 40 retailers worldwide, such as CVS, Amazon, Toys R Us, Kroger, Asda, and Tesco. In addition to these partnerships, Claire’s operates 2,750 of its own stores globally.
Brand Transformation Efforts
Over the last three years, the 62-year-old brand has been undergoing a substantial transformation to reintroduce itself to today’s younger consumers. This transformation has included several initiatives:
- Metaverse Activations: Claire’s has engaged in a range of metaverse activations to connect with a digital-savvy audience.
- Piercing Experience: The brand has reimagined its piercing experience to align with contemporary preferences.
- Loyalty Program Relaunch: Claire’s recently relaunched its loyalty program, which boasts 18 million members.
During Advertising Week NY, CMO Kristin Patrick hinted at further plans, including expanding the Roblox Shimmerville experience into a broader intellectual property. This expansion is expected to go beyond the metaverse, encompassing content and physical products.
Claire’s partnership with Kohl’s, coupled with its ongoing brand transformation efforts, signifies a strategic approach to reach and resonate with new customer segments. By diversifying its offerings and strategically placing products within Kohl’s stores, Claire’s aims to continue its trajectory of growth and rejuvenation.
