Claire’s Holdings has signed an exclusive multiyear licensing agreement with IMG to deliver the fashion company’s products in new categories and expand its distribution and geographic reach.

The licensing agreement will extend internationally focusing on apparel, fashion accessories, room decor, and other lifestyle and special occasion products for Gen Alpha, Gen Z, and beyond.

“At Claire’s, we are reimagining the ways we reach and interact with consumers by letting the interests and passions of Gen Zalpha lead our brand,” said Kristin Patrick, EVP and chief marketing officer.

“In our conversations, our consumers have told us they want more from us and this partnership with IMG allows us to extend Claire’s brand proposition, aesthetic, and values across an even wider canvas of products and shopping destinations relevant to them while maintaining the creative integrity that makes our brand so beloved and distinctive.”