Claire's taps former Athleta exec as chief brand officer to oversee 'reimagining'
Claire’s has made its first C-suite hire since private equity firm Ames Watson acquired the company for $140 million in September, saving it from liquidation.
The tween and teen accessories retailer has named Michelle Goad as its chief brand officer. In the role, Goad will oversee a “brand-wide reimagining of Claire’s” across every consumer touchpoint, from store environments and social presence to product and partnerships.
From August 2024 to February 2026, Goad served as chief digital officer of Gap Inc.'s Athleta division. In 2022, she founded her own marketing agency, Greatest of All Digital, which worked with clients including Alo Yoga. From 2018 to 2022, she held various roles at Nike.
Goad joins Claire's as new owners Ames Watson are looking to modernize and revitalize the chain, with plans to revitalize Claire’s in-store experience while preserving the “cultural relevance that has defined the brand since 1974.” Plans include elevated piercing offerings, refreshed merchandise, marketing and store concepts,
“Michelle is a proven brand builder with a unique ability to connect culture, community and commerce, especially when it comes to the younger consumer,” said Lawrence Berger, partner and co-founder at private equity firm Ames Watson, which finalized its $140 million acquisition of Claire’s last September. “She understands the power of this consumer and the responsibility that comes with serving her. We’re confident she will help redefine and modernize Claire’s for the next generation while honoring the emotional connection that has made the brand iconic.”
Goad brings a sharp understanding of the 13-19-year-old female consumer to Claire's, according to the company. As chief brand officer, she will focus on transforming stores into “experiential spaces for self-expression and play.”
“Claire’s has always been a rite of passage,” said Goad. “Nearly every girl remembers getting her ears pierced here. Today’s tween and teen consumer is often underestimated, yet in a social-first world, she is shaping culture, setting trends, and influencing what comes next. This role feels like a love letter to girlhood. Our ambition is for Claire’s to be a real-life destination for her and her community as she explores identity, creativity and self-expression."
Claire’s filed for Chapter 11 bankruptcy last August after struggling under increased competition from online budget retailers such as Temu and Shein, while newer brick-and-mortar players such as Studs and Lovisa have challenged its signature ear piercing business. It had previously filed for bankruptcy in 2018.
At the time of its recent filing, Claire’s had approximately 1,350 store locations in the United States and U.S. territories, with the total including Claire’s, Icing and shop-in-shop locations. It currently has about 900 locations.
[READ MORE: RCS secures lease agreements to keep Claire's stores open]
Founded in 2018, Ames Watson is a privately-held holding company based in Columbia, Md. Brands owned or invested in by Ames Watson include Claire’s, Lids, LidsU, Champion, South Moon Under, Mitchell & Ness, Ebbets Field, Zygo, Hungry and Margaux.
