Claire's to open branded shops in ToysRUs stores
Following a successful pilot in Europe, Claire’s branded shops within Toys“R”Us stores will expand to nearly 100 locations across the UK, France, Germany, Austria and Spain, and to 12 Toys“R”Us stores in the US by the end of 2014.
Two Claire’s locations in the US have opened at the flagship Toys“R”Us store in New York’s Times Square and in FAO Schwarz in the city. The additional US stores are expected to open by the end of October.
Claire’s chief executive Beatrice Lafon said: “We are excited to expand our Claire’s global footprint to Toys“R”Us locations across the globe and expose new customers to our fashionable brand. The Claire’s shops in Toys“R”Us stores will offer consumers a constantly refreshed assortment of the hottest trending jewellery and accessories for which Claire’s is known.”
Featuring the distinctive purple Claire’s signage as well as grey fixtures and moveable display floor racks, Claire’s shops within Toys“R”Us stores will vary in size by location.
Toys”R”Us chief executive Antonio Urcelay said: “Claire’s has long been a destination for young fashion-forward shoppers looking to find the most trend-right accessories, and we’re delighted to bring their expertise to our tween business. We continue to explore new concepts that bring fresh merchandising content and offerings to our Toys“R”Us customers around the world.”
The two brands will support the launch with a cross-promotional programme which will include targeted email marketing, social media and signage within participating Toys“R”Us stores.
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