By  on April 22, 2013

Icing is growing up.

The brand, which is aimed at women ages 18 to 34, has been known as Claire’s little sibling since Claire’s, which targets 7- to 18-year-olds, has many more stores. Now Icing is being re-branded with a new store design, new logo and updated imagery. E-commerce was launched on April 10.

The less-established Icing operates 392 stores in the U.S., compared with Claire’s 3,500-plus units worldwide. Claire’s had a head start: It was launched in 1961; Icing was acquired by the company in 1996.

A new management team led by Claire’s chief executive officer Jim Fielding, a former Disney executive;Joel Herman, executive vice president, and Dina Keenan, global senior vice president and chief marketing officer, is intent on growing Icing’s presence worldwide. “We see tremendous potential for Icing,” Keenan said. “We could have 3,000 stores worldwide in the next three to five years. We have a pretty aggressive growth plan. We want to make sure we do it right strategically.


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