"Julien Jarjoura stated, 'The brand was basically dead and we're bringing it back to life.' He emphasized the importance of revamping stores and introducing new products to attract customers."
"'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,' Jarjoura remarked, highlighting the brand's strong recognition."
"'We are not a discount store but we like to sell stuff at a fair price,' Jarjoura explained, indicating a shift in pricing strategy to avoid reliance on heavy discounting."
Claire's will reopen approximately 50 stores in the UK starting in June, led by Julien Jarjoura, who has the support of the US owner Ames Watson. The brand previously closed its UK stores, resulting in over 1,000 job losses. Jarjoura aims to reopen four to ten stores weekly, focusing on revamping the brand and offering new products at fair prices. He acknowledges the brand's previous struggles with investment and pricing, and plans to restore customer trust over time.
Read at www.theguardian.com
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