NEW YORK – Claire’s, the popular mall retailer for teen accessories known for introducing many teens to ear piercing, is facing significant debt and changing consumer trends. As a result, the company has filed for Chapter 11 bankruptcy protection.

Claire’s Holdings LLC, along with some of its U.S. and Gibraltar-based branches, referred to as Claire’s U.S., operates Claire’s and Icing stores across the country and initiated the filing in the U.S. Bankruptcy Court in Delaware on Wednesday. This represents the second filing since 2018, prompted by a hefty debt load and a shift from physical stores to online shopping among teenagers.

This bankruptcy move comes after similar financial troubles at other teen-focused retailers like Forever 21, which filed for bankruptcy for a second time in March and subsequently shut down its U.S. operations due to declining mall traffic and growing competition from online giants such as Amazon, Temu, and Shein.

With the company headquartered in Hoffman Estates, Illinois, and established in 1974, Claire’s announced that its North American outlets will stay operational for now, continuing to serve customers while considering various strategic options. Claire’s oversees more than 2,750 stores across North America and Europe and operates 190 Icing stores in North America.

In a court filing, Claire’s said its assets and liabilities range between $1 billion and $10 billion.

Claire’s CEO, Chris Cramer, expressed that the decision was tough but essential. He emphasized that a mix of increased competition, consumer trends shifting away from brick-and-mortar retail, combined with the company’s current debt challenges and wider economic factors, made this move necessary for the benefit of Claire’s and its stakeholders.

Like many retailers, Claire’s was also struggling with higher costs tied to President Donald Trump’s tariff plans, analysts said.

Cramer assured that Claire’s is actively engaged in dialogues with potential strategic and financial partners, staying dedicated to customer service and maintaining relationships with suppliers and landlords in various areas. The company also plans to continue paying employee wages and benefits, seeking approval to use cash collateral to support ongoing operations.

Neil Saunders, managing director of GlobalData, a research firm, noted in a note published Wednesday Claire’s bankruptcy filing comes as “no real surprise.”

“The chain has been swamped by a cocktail of problems, both internal and external, that made it impossible to stay afloat,” he wrote.

Saunders noted that internally, Claire’s struggled with high debt levels that made its operations unstable and said the cash crunch left it with little choice but to reorganize through bankruptcy.

He also noted that tariffs have pushed costs higher, and he believed that Claire’s is not in a position to manage this latest challenge effectively.

Competition has also become sharper and more intense over recent years, with retailers like jewelry chain Lovisa offering younger shoppers a more sophisticated assortment at low prices. He also cited the growing competition with online players like Amazon.

“Reinventing will be a tall order in the present environment,” he added.