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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 intellectual property in a $140 million deal that closed in September 2025.) Instead of liquidating and closing stores as some expected, Ames Watson committed to keeping more than 900 locations open across the U.S. and Canada with a promise to revamp the 65-year-old brand. Almost a year later, the first store under the new generation of Claire's reopens Aug. 8 inside The Shops at Santa Anita in Arcadia, Calif., a suburb east of Los Angeles. The mall, ...