Walgreens will now carry Claire’s nationwide

Walgreens Boots Alliance has announced that it will now carry the jewelry brand Claire’s in over 4,400 Walgreens locations nationwide by the end of this month.

Each participating Walgreens location will have a dedicated display of products located within the seasonal section of the store which will be merchandised by Claire’s.

The move is part of a strategy from Claire’s to extend its brand via retailers including grocery, drug, toy, apparel and department stores. The jewelry company now has partnerships with 40 such retailers, according to a statement.

The beauty industry currently generates more than $100 billion in revenue worldwide, and more and more, supermarkets are getting in on that action. In a 2023 Trends Report from Natural Grocers, the grocery company predicts sustainability as a huge driver for the health and beauty sales.

Premiumization and specialization within the aisles is also going to be key moving forward. More supermarkets are devoting additional space to the categories and transforming the aisles into “dedicated beauty spaces that more closely resemble the setup of beauty specialists that offer more premium brands,” according to one beauty research analyst.