• by Sarah Mahoney , August 6, 2025

Times are tough in the tween bling business. Claire’s — long a mall-based beacon of ear piercing and bedazzled barrettes — has filed for Chapter 11 bankruptcy in Delaware. It’s the second time the brand has sought bankruptcy protection, having last done so in 2018.

The company operates more than 2,700 stores in 17 countries, including nearly 200 Icing stores — a more mature concept it has been working to expand. In recent years, Claire’s has tried to evolve, launching marketing efforts aimed at a new generation of shoppers. But declining sales, a burdensome debt load, and rising tariff-driven costs in its supply chain have proven too difficult to overcome.

The move doesn’t come as a surprise. Claire’s had reportedly been in discussions about restructuring options for weeks. Still, the bankruptcy signals just how difficult the current retail environment has become — especially for mall-dependent retailers already struggling to stay relevant with younger consumers.

It also reflects the limits of Claire’s most recent marketing push, “The Collab,” an influencer-driven initiative that launched early last year. The campaign invited influencers — some as young as seven — to share stories, talents, and personal style, reframing Claire’s as a creative, expressive community for Gen Zalpha shoppers.

“Internal issues have been exacerbated by a range of external factors,” says Neil Saunders, managing director of GlobalData, in commentary on the filing. “Most recently, tariffs have pushed costs higher, and Claire’s is not in a position to manage this effectively.”

And the competition isn’t standing still. “Retailers like Lovisa are offering younger shoppers a more sophisticated assortment at value prices,” he adds. “This is more attuned to what younger consumers want and has left Claire’s looking somewhat out of step with modern demand.”