After Toy’R’Us, Macy’s adds Claire’s to the partnership

On 29th November, Claire’s announced a partnership with Macy’s (2021 turnover of US$24.5 billion, equivalent to 2019 levels) to open “shop in shop” in 21 department stores.

As department stores lose market share in the U.S.A., this is an opportunity for Macy’s to integrate popular brands and win new customers.

In August 2021, Macy’s already experienced this strategy with the launch of Toys’R’Us in 400 department stores. Last year, Kohl’s also signed with Sephora to rejuvenate its customer...