Claire’s has named Claudia Lima-Guinehut as EVP and Chief Merchandising Officer, reporting to CEO Ryan Vero. She will lead the retailer’s global merchandising, sourcing and design strategy as well as the brand’s piercing business.
Lima-Guinehut brings more than 20 years of omnichannel experience to the role. Her most recent job was as SVP of Global Merchandising and Strategic Partnerships at The Children’s Place, where she was responsible for creating and delivering product strategies for all brands across multiple channels of distribution, as well as leading operations for the wholesale and international franchise businesses from 2014 to 2023.
Previously, Lima-Guinehut served as Director of International Merchandising for Destination Maternity from 2011 until 2014 and held roles of increasing responsibility at Zara, Camuto Group, Ralph Lauren and Fifth & Pacific Companies (now known as Kate Spade & Co.).
“I’m excited to join Claire’s to continue the tradition of bringing the brand’s beloved consumers, especially younger generations, global fashion product and piercing services that continue to excite them and further drive the business,” said Lima-Guinehut in a statement.
Claire’s efforts to attract younger shoppers have included multiple initiatives in both physical and digital spaces, including:
- Launching a digital world called ShimmerVille in Roblox to connect with “Gen Zalpha” in the metaverse;
- Opening a next-generation store in Paris in partnership with fashion designer Nicola Formichetti that will serve as a testing grounds for exclusive new products and experiences; and
- Introducing shop-in-shops to more than 20 Macy’s locations, including eight flagship stores, to further expand its brick-and-mortar presence.