Claire’s set for UK high street comeback as new operator plans 50 stores

Claire’s is set to return to UK high streets, with around 50 stores expected to reopen from June by the operator of its shops in France, Austria, Portugal and Spain.

Julien Jarjoura, the French entrepreneur behind Une Ligne, said he has secured approval from the US owner of the Claire’s brand, Ames Watson, to relaunch the business in the UK. He is currently negotiating new leases with landlords, according to the Guardian.

"I feel so sad when I see such a nice business going down," Jarjoura told the publication. "The brand was basically dead and we’re bringing it back to life."

Jarjoura, who previously attempted to acquire Claire’s in January, plans to reopen between four and 10 stores per week starting in June. He emphasised the brand’s strong recognition in Britain.

"A lot of people think Claire’s is a British brand. It is extremely famous in the UK and there is no way it is going away," he said.

He believes the retailer struggled due to underinvestment in stores and a product range that did not suit the UK market, alongside pricing that pushed the company toward heavy discounting.

His strategy includes refurbishing stores, continuing ear-piercing services and introducing a refreshed product line, with prices starting at £1.90 and exceeding £100 for higher-end items.

"There will definitely be some brand repositioning," he said. "We are not a discount store but we like to sell stuff at a fair price."

Jarjoura acknowledged that rebuilding customer trust will take time, particularly among shoppers accustomed to frequent promotions such as "buy three get four" deals.

He currently operates around 240 Claire’s stores across Europe and has recruited former UK executives to support the relaunch.

The revived UK business will be privately funded and debt-free, though Jarjoura does not expect immediate profitability.

He also dismissed concerns about the challenges facing UK retail, including business rates and rising employment costs.

"Nothing is easy but you can’t always be blaming someone else for your own faults," he told The Guardian.

Claire’s recently closed all 154 of its UK and Ireland high street stores, resulting in approximately 1,300 job losses. The closures did not affect its concessions or head office operations.

The administration process was overseen by Kroll after private equity owner Modella Capital initiated insolvency proceedings earlier this year, citing weak consumer confidence and ongoing cost pressures.