Icing Being Rebranded, Expanded

Icing, the jewelry and accessories subsidiary of Claire’s Inc. (Hoffman Estates, Ill.) aimed at women in their 20s, is being re-branded with a new store design, new logo and updated imagery. E-commerce was launched on April 10.

According to Women’s Wear Daily, a new management team is intent on growing Icing’s presence worldwide.

“We see tremendous potential for Icing,” Dina Keenan, global senior vp and chief marketing officer, told Women’s Wear. “We could have 3000 stores worldwide in the next three to five years. We have a pretty aggressive growth plan. We want to make sure we do it right strategically.”

Icing currently operates 392 stores in the U.S. Its model seems to be parent brand Claire’s, which has more than 3500 units around the world.

“We’ve taken a strong look at the whole shopping experience,” Keenan told WWD. “The new store is much airier and incorporates our gray, blush rose and metallic color palate. There’s a new contemporary look and feel. We’re really defining the Icing brand vision and what we stand for.”

Icing plans 37 new U.S. stores this year, including a Chicago flagship on State Street, and a New York flagship site is being sought. All new units will conform to the latest prototype and eventually, all existing stores will be remodeled.

Icing’s first international stores, opening in Kuwait and Dubai later this year, will be franchises. Keenan said the company is also going into Canada and considering Europe. And it may yet follow Claire’s into China, where the parenrt brand has recently launched company-owned stores.