Claire's Opens Shops Within Macy's Stores

Claire's, known for its youth-inspired jewelry, accessories and ear-piercing services, announced Tuesday that it would open stores within several Macy's locations. The more-than-20 Claire's stores within Macy's will open starting this month, according to a press release by the two companies. Locations will include a few flagships, including Herald Square and Roosevelt Field in New York City, South Coast Plaza in Los Angeles, Union Square in San Francisco, Lenox Square in Atlanta, and Aventura in Miami. Claire's will sell hair accessories, jewelry, cosmetics, and seasonal items at the Macy's stores.

"Macy's and Claire's are two iconic brands in fashion with a longstanding commitment to being destinations for inspirational and accessible style for generations of consumers," said Claire's CEO Ryan Vero. "We help celebrate special moments, and with this partnership we're combining our brand power to reach new customers and serve them with the latest on-trend accessories in time for the holiday shopping season and beyond."

Total Retail's Take: Macy's has been looking to grow its customer reach through store-within-a-store partnerships, particularly with brands that serve customer demographics where the retailer is lacking (e.g., tweens in the case of Claire's). For example, the department store chain recently partnered with Toys R Us to bring its youth-inspired products into every Macy's. It's a chance for both companies to reach new consumers and hopefully increase foot traffic. After a turbulent period that included filing for bankruptcy in 2018, Claire's began the process in 2021 of going public; meanwhile, Macy's raised its annual profit outlook for fiscal year 2022 earlier in November following a strong third quarter. Both companies are hoping this partnership will help to sustain the positive momentum each seems to be generating.