Following a successful pilot program in Europe, Claire’s-branded shops within Toys”R”Us stores will expand to nearly 100 locations across the continent, including stores in the United Kingdom, France, Germany, Austria and Spain, and set in 12 Toys”R”Us stores in the United States by the end of 2014. Shoppers will be able to choose from thousands of products found in Claire’s stand-alone stores, including a unique assortment of jewelry, headbands, hair and fashion accessories, jewelry holders, legwear, seasonal items and more. The partnership is expected to grow and evolve over time.
Two Claire’s locations in the United States will officially debut this week in the company’s flagship Toys”R”Us Times Square and FAO Schwarz stores in New York City. These larger shop locations will be the only stores to feature ear piercing services at this time. The additional 10 locations in the United States are expected to be open by the end of October and will be located in Murrieta, CA; Colorado Springs, CO; Jensen Beach, FL; Florence, KY; Waldorf, MD; Henderson, NV; Toledo, OH; Tulsa, OK; Philadelphia, PA; and Houston, TX.
Featuring the distinctive purple Claire’s signage, as well as gray fixturing coupled with moveable display floor racks, Claire’s shops within a Toys”R”Us store will be a destination for young fashionistas seeking the most up-to-date trends in jewelry and accessories. The shops will vary in size by location. The two brands will support the launch with a cross-promotional program, inclusive of targeted email marketing, social media and signage within participating Toys”R”Us stores.