Claire’s is getting a major makeover, starting with the piercing station

Fresh off a bankruptcy rescue and a massive retail overhaul, Claire’s is redesigning 900 stores to capture the long-neglected tween market.

Inside Claire’s newly remodeled flagship in Santa Ana, California, you won’t find candy-colored walls of jewelry and scented gel pens. Instead, you’ll find a sleek, minimal interior, anchored by a curved ear-piercing station. The store is drenched in a soft purple shade that was picked by a focus group of six- to fourteen-year-olds, the demographic Claire’s wants to win over.

This glow-up is Claire’s latest play to capture the hearts, minds, and pocket money of today’s tweens. The brand is trading sensory overload for an........

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