Claire's adds Walmart veteran as chief merchandising officer

HOFFMAN ESTATES, Ill. — Claire’s Stores Inc. has appointed Jillian Cueff as chief merchandising officer. Cueff previously served as vice president of merchandising at both Walmart and Macy’s and in recent months had been advising Claire's, a retailer of tween and teen accessories.

“With deep experience leading jewelry and accessories merchandising at Walmart and Macy’s, Jillian is joining Claire’s at a pivotal moment — and she’s ready to get to work,” Claire’s posted on its LinkedIn portal. “From modernizing our vendor partnerships to curating assortments that move as fast as Gen Alpha does, she’s here to build a merchandising engine worthy of this brand’s legacy and its future.”

Claire’s was rescued from bankruptcy last summer when Lawrence Berger and Tom Ripley, co-founders of investment firm Ames Watson Capital LLC, emerged with an offer to buy about 1,000 stores. The bid came just a few weeks after the retailer had filed for Chapter 11 and warned it would liquidate its North American operations if a buyer wasn’t found.

Ames Watson has a track record with consumer brands, with investments in such companies as Ebbets Field Flannels, South Moon Under, and Lids. Berger and Ripley said that in doing due diligence on Claire’s they saw an opportunity for renewed growth. Ripley explained to CNBC that he was introduced to Claire’s through his twin daughters, who had their ears pierced at one of the retailer’s stores.

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Claire’s last month appointed Michelle Goad, formerly with Athleta, as chief brand officer. The company said Cueff was hired to raise the bar on product quality and style relevance.

Writing on LinkedIn, Cueff said her time spent advising Claire’s has shown her “what drives real momentum and what quietly erodes it.”

Added Cueff: “The focus is clear: stronger partnerships, better product, sharper storytelling and a commercial engine that runs with discipline and conviction. If you care about Gen Alpha trend, speed and profitable growth, this is a moment worth watching.”