Claire’s has owned and concession stores across North America and Europe, as well as franchise stores in the Middle East and South Africa. Credit: Phillip Pessar / Flickr (Creative Commons).

Multinational fashion brand Claire’s has become the latest omnichannel retail partner for US-based department store chain Macy’s.

As part of the partnership, Claire’s will open dedicated stores in more than 20 Macy’s locations, including eight flagship stores, from this month.

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The store locations will include Herald Square and Roosevelt Field in New York, South Coast Plaza in Los Angeles, Union Square in San Francisco, Dadeland and Aventura in Miami, Lenox Square in Atlanta and Ala Moana in Honolulu.

Claire’s is also due to open shop-in-shops at Macy’s stores in Las Vegas, Nevada, and Orlando, Florida.

The shop-in-shops began opening this month and offer hair accessories, jewellery and cosmetics, as well as seasonal items such as products for Christmas parties and celebrations.

Macy’s merchandising senior vice-president Stephen Moore said: “Macy’s is the ultimate destination for trends and fashion.

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“We are thrilled to partner with Claire’s to expand our jewellery and accessories assortment and give our customers even more ways to own their style.”

Claire’s said the strategic partnership will expand its fashion-forward assortment to new and existing customers while diversifying its retail footprint.

The company operates a network of owned and concession stores across North America and Europe, as well as franchise stores in the Middle East and South Africa.

Claire’s CEO Ryan Vero said: “Macy’s and Claire’s are two iconic brands in fashion with a longstanding commitment to being destinations for inspirational and accessible style for generations of consumers.

“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.”

In September this year, Macy’s launched a digital third-party marketplace on macys.com for its customers.