Claire’s doubles down on grocery partnerships

The retailer already has a presence in more than 2,200 grocery stores and will add 230 more in the coming months.
A photo of Claire's strawberry flavored lip gloss surrounded by Pop Tarts.
  • Claire’s is growing its partnerships with grocers.
  • In the coming months, Claire’s products will show up in stores owned by Kroger and Albertsons.
  • The tween and teen jewelry and fashion retailer has worked to diversify its portfolio, partnering with retailers across sectors.

Claire’s will grow its presence in grocery stores, adding another 230 grocery stores in the coming months. 

According to a release sent to Retail Leader, the retailer will grow its presence in grocery as it partners with Kroger and Albertsons — two of the largest grocery store owners in the U.S., who announced plans to merge last year

The fashion accessory retailer, which targets its products mainly to tweens and teenagers, is already available in regional grocery chains, including Food City, Winco, Giant Eagle, Smart and Final, and Schnucks. The retailer said it planned to announce more grocery partnerships in the spring. 

Claire’s said it creates unique programs for each grocery store to fit the allotted space it receives from each grocer partnership. The grocery partnerships feature Claire’s hair accessories, jewelry and cosmetics, according to the release. The retailer said it has succeeded with smaller displays near checkout and within grocery store aisles. It already has a presence at around 2,200 grocery stores, and it will add 230 new stores in the next three months, the release said.

“Our successful consumer products partnership business has seen significant global growth, and our grocery partners are a key part of helping us harness the power of our brand,” saidRyan Vero, Claire’s CEO, in the release. “Together we are bringing our trendsetting assortment to consumers through a seamless shopping experience in touchpoints where they are frequently spending their time.”

Claire’s, once anchored to shopping malls, has partnerships with more than 30 retailers across sectors. These partnerships include ones with grocers and also with drug store chains, apparel stores, department stores and other specialty retailers. In November, it partnered with Macy’s, opening more than 20 shop-in-shop locations inside Macy’s stores, as Retail Leader previously reported.

The efforts are part of Claire’s strategy to diversify its portfolio. The retailer operates 2,300 Claire’s stores in 17 countries in North America and Europe. It also has about 300 franchised Claire’s stores in the Middle East and South Africa, and it operates 190 Icing stores in North America. The retailer also last year expanded its partnership with Walmart, making its products available in more than 2,500 Walmart stores.