Jewelry and accessories retailer Claire's has entered into a partnership with Toys R Us to bring young women's fashions to select toy stores around the world.
Following a successful pilot test in Europe, Claire's shops within Toys R Us stores will expand to about 100 locations across the continent, including cities in the U.K., France, Germany, Austria and Spain, and 12 stores in the United States by the end of 2014.
Customers will choose from an assortment of Claire's products ranging from jewelry, headbands, hair and fashion accessories, as well as legwear, jewelry holders, seasonal items and more.
Two U.S. shops are debuting this week in the Toys R Us flagship stores in Times Square and FAO Schwarz in New York City. The additional 10 locations in the United States are expected to be open by the end of October.
"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," said Antonio Urcelay, chairman and CEO, Toys R Us. "We continue to explore new concepts that bring fresh merchandising content and offerings to our Toys R Us customers around the world."
Toys R Us has made several strategic changes in the last few months in order to prepare the chain for the holiday season. Last week the company announced a new customer loyalty program and online layaway, as well as three new executive appointments Sept. 9 that are intended to position the company for "long-term profitable growth" as part of its "Tru Transformation" strategy.
-See this Toys R Us press release
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