CENTRIC BRANDS AND CLAIRE’S ANNOUNCE STRATEGIC LICENSING PARTNERSHIP
Expanding Claire’s into 7,000+ retail doors across North America through a multi-category licensing agreement.
May 18, 2026
Centric Brands LLC, a leading global lifestyle brand collective, and Claire’s, a category-defining retailer for teens and tweens at the intersection of jewelry, fashion accessories, and piercing experiences, in partnership with Ames Watson, today announced an exclusive licensing agreement to expand the Claire’s brand into new categories and more than 7,000 additional retail touch points across North America. The partnership represents a key milestone in Ames Watson’s strategy to scale Claire’s beyond its core retail footprint of 900+ owned locations and build a more diversified, multi-channel growth platform.
Centric Brands will scale Claire’s presence across major retail partners including Walmart, Kohl’s, and CVS – spanning more than 7,000 retail locations across the United States and Canada. Centric Brands will partner with Claire’s to develop an exclusive collection of trend-driven assortments across multiple categories, including Cosmetics, Jewelry, Hair Accessories, Stationery, Bags, and Novelty Items. Additionally, Centric Brands will spearhead expansion into additional retailers and categories across Apparel, Accessories, Home, and Sleepwear.
It opens the door for Centric Brands and Claire’s to leverage Centric’s relationships with entertainment studios and other IP holders, bringing co-branded licensed products to shop-in-shop and wholesale channels.
“This partnership marks an important step in Claire’s evolution into a true multi-channel brand platform,” says 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.”
“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,” said 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.”
The partnership reflects a shared commitment between Centric Brands and Ames Watson to scale Claire’s as a multi-channel brand through expanded distribution, strategic licensing partnerships, and consistent brand storytelling across every consumer touchpoint.
Read the full press release here.
