Youth fashion brand Claire’s and Macy’s are partnering to create 20 new store-in-store locations.

According to a Tuesday (Nov. 29) company press release, the new shops are set to open this month in select department store locations and will feature hair accessories, jewelry, cosmetics and seasonal items.

“We help celebrate special moments, and with this partnership, we are combining our brand power to reach new customers and serve them with the latest on-trend accessories in time for the holiday shopping season and beyond,” Claire’s CEO Ryan Vero said in the release.

For Claire’s, this partnership adds another omnichannel retail partner for its consumer products business, enables it to reach new and existing customers, and expands its retail footprint, according to the press release.

For Macy’s, it helps boost its status as a destination for shopping and gifting, the release said.

“Macy’s is the ultimate destination for trends and fashion,” Macy’s Senior Vice President of Merchandising Stephen Moore said in the release. “We are thrilled to partner with Claire’s to expand our jewelry and accessories assortment and give our customers even more ways to own their style.”

The announcement comes about four months after Macy’s said it was adding another retail brand, Toys R Us, to its locations. That news followed the successful relaunch of the nostalgic toy store brand online during the previous year.

It also comes two months after Claire’s and Walmart expanded their four-year-old partnership, with the retail giant now offering Claire’s products at 2,500 Walmart stores, on its website and at 360 Claire’s stores-within-stores.

As PYMNTS reported in March 2021, the “store within a store” concept allows retailers to align with winning brands that customers love and thereby boosting traffic that will lead shoppers to buy other things while they’re in the store.

For example, retailer Kohl’s reported Nov. 17 that its Sephora cosmetics stores-in-stores draw younger and more diverse customers who shop more frequently, and that Kohl’s locations with Sephora get sales lifts in the mid to high single digits compared to those without the shops.

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