Claire’s has announced a new partnership with Macy’s to bring shop-in-shops to more than 20 Macy’s locations across the U.S. just in time for the holidays.
“We are thrilled to partner with Claire’s to expand our jewelry and accessories assortment and give our customers even more ways to own their style,” said Stephen Moore, SVP of Merchandising at Macy’s in a statement.
Beginning this month, colorful Claire’s product installations will begin appearing at Macy’s, including eight of the department store’s flagships — Herald Square and Roosevelt Field in New York City, South Coast Plaza in Los Angeles, Union Square in San Francisco, Dadeland and Aventura in Miami, Lenox Square in Atlanta and Ala Moana in Honolulu. The shop-in-shops will feature a year-round selection of hair accessories, jewelry and cosmetics, as well as seasonal items.
“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 Ryan Vero, CEO of Claire’s in a statement. “We help celebrate special moments, and with this partnership, we are 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.”
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The partnership brings together two storied retail brands, both of which are in the midst of a resurgence. Macy’s also has partnered with Toys ‘R’ Us to serve as the platform for that brand’s return to retail, among a host of other initiatives.
Claire’s meanwhile is hyper-focused on once again becoming the go-to brand of tweens, or as the retailer calls them, “Gen Zalpha.” Following on its expanding presence at Walmart, the partnership with Macy’s will further diversify the brand’s retail footprint. At the same time, Claire’s is homing in on a refreshed brand image to connect with today’s young consumers with moves that include:
- The appointment of Nicola Formichetti (best known for his work with Lady Gaga) as the brand’s Creative Director in Residence;
- The debut of a new style-centric content series featuring top influencers; and
- The launch of a digital world in Roblox.
