Claire’s is adding to its growing retail presence through a new partnership with Kohl’s that will see an assortment of the brand’s jewelry, accessories and cosmetics featured in Kohl’s stores nationwide in time for the holiday season.

Claire’s activation at Kohl’s began rolling out in early October and will be live at 700 Kohl’s across the country by the end of the month, according to a company representative. Kohl’s joins Claire’s growing list of more than 40 retail partners, which also includes Macy’s, Walmart, Toys ‘R’ Us, CVS, DSW and at least 10 grocery partners including Albertsons and Kroger.

Within Kohl’s, Claire’s will have a presence in three unique formats: 

• A product display for the younger, Gen Alpha crowd featuring trend-forward hair accessories, jewelry and cosmetics;
• A display targeting the more mature Gen Z audience with jewelry, hair accessories and cosmetics; and 
• A display positioned near the checkout featuring seasonal items as well as novelty products. 

Claire’s growing presence in partner stores sits alongside its 2,750 owned stores worldwide, which include a store expansion in Europe and a next-gen Parisian location that showcases its partnership with fashion designer Nicola Formichetti and V Magazine.

For the last three years the 62-year-old brand has undergone a massive transformation effort to reintroduce itself to today’s younger consumers. Initiatives have included a range of metaverse activations, a reimagining of its piercing experience and, most recently, the relaunch of its 18 million-member strong loyalty program. And there’s more to come — at Advertising Week NY CMO Kristin Patrick teased big plans on the horizon, including turning the Roblox Shimmerville experience into a broader IP that will expand well beyond the metaverse with content and physical products.