Centric Brands and Claire’s ink strategic licensing partnership

Centric Brands and Claire’s, in partnership with Ames Watson, have signed an exclusive licensing agreement aimed at expanding the Claire’s brand into new product categories and more than 7,000 additional retail locations across North America.

Under the agreement, Centric Brands will extend Claire’s distribution through major retail partners including Walmart, Kohl’s and CVS Pharmacy, significantly broadening the retailer’s reach across the United States and Canada, beyond its existing network of more than 900 owned stores.

Likewise, Centric Brands will develop exclusive collections across categories including cosmetics, jewelry, hair accessories, stationery, handbags and novelty items. The companies also plan to expand the brand into additional categories such as apparel, accessories, home goods and sleepwear.

The agreement further creates opportunities for Claire’s to tap into Centric Brands’ licensing relationships with entertainment studios and intellectual property owners.

“This partnership marks an important step in Claire’s evolution into a true multi-channel brand platform,” said Lawrence Berger, co-founder and partner at Ames Watson. 

“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.”

Ames Watson acquired the North American business of Claire’s for $140 million in September, stepping in to stabilize the U.S. retailer following its Chapter 11 bankruptcy filing in August and preventing a full liquidation.

Earlier this month, Claire’s launched its summer campaign, “A Girl SMR at Claire’s,” marking a strategic shift toward Gen Alpha consumers and sensory-driven retail experiences.

“We are proud to partner with Ames Watson and Claire’s on this exclusive licensing agreement, which reflects Centric Brands’ ability to scale beloved brands across multiple retail channels and categories,” added Alex Fogelson, EVP, division head at Centric Brands. 

“We have cherished our long-standing relationship with Claire’s, and we are thrilled to be taking our collaboration to the next level. This partnership will provide more opportunities for consumers to connect with the beloved Claire’s brand across even more retail touchpoints.”