Claire’s Introduces Its New Gen Alpha Playbook

After filing for bankruptcy (for the second time) in 2025, Claire's is back — and it's courting a new generation of tweens. Although the mall store is nostalgic for millennials, the retailer's refresh isn't about us. Instead, it's aimed at today's 8-to 12-year-olds, a coveted consumer group that's shaping everything from beauty trends to retail strategy.Claire's' North American business is now owned by Maryland-based private holding company, Ames Watson. (The firm acquired the business and