Claire’s Opens Shops Inside Macy’s Stores

The retailer has debuted shops at more than 20 Macy’s stores, including several at the department stores’ flagship locations.
a macy's sign
  • Claire’s has partnered with Macy’s and will open shop-in-shop stores in more than 20 locations.
  • The stores will sell Claire’s typical jewelry and accessories as well as seasonal items. 
  • Claire’s says the partnership helps it expand its retail footprint, while Macy’s said it will expand its jewelry offerings. 

Claire’s in November partnered with Macy’s, opening more than 20 shop-in-shop locations inside Macy’s stores. 

The jewelry and accessory retailer in a press release sent to Retail Leader said the 20 locations included eight of Macy’s flagship stores, including the Herald Square and Roosevelt Field stores 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. Other Macy’s to get an in-store Claire’s include locations in Orlando, Florida, and Las Vegas, the retailer said.

“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, Claire’s CEO, in the release. “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.” 

Macy’s shoppers who visit the in-store Claire’s stores will have access to Claire’s hair accessories, jewelry and cosmetics year around, according to the release. The stores will also have seasonal items, like products for holiday parties, the retailer said. 

Claire’s said the partnership with Macy’s was part of its continued effort to diversify its retail footprint. The retailer currently 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 earlier this year expanded its partnership with Walmart, making its products available in more than 2,500 Walmart stores.

"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, Macy’s senior vice president of merchandising, in the release.

Retailers continue to push forward on shop-in-shop concepts that allow them to reach consumers in markets where they might be otherwise unable. Macy’s earlier this year opened Toys R Us locations at all of its stores, as Retail Leader reported. The toy brand is undergoing a comeback after it filed for bankruptcy and closed all of its stores in 2018. Sephora this year said it would open shop-in-shop locations at all Kohl’s locations after ending its previous partnership with J.C. Penney.