Claire's performs well at Dublin Airport

Claire's Accessories' Dublin Airport store has been the chain's top performer worldwide in four out of its first six weeks of operation, according to the company's CEO, Mr Mark Smith.

The lure of a buoyant economy and a young population of "tweenies" - trendy weenies aged 10-15 - were primary factors influencing Claire's move to Ireland.

The retail chain has pursued an aggressive £2 million sterling expansion campaign here since it opened its first store in Killarney last year.

Claire's Accessories now has 12 stores in the Republic with the acquisition of four Paco ladies' casual wear stores in Blanchardstown shopping centre, Stephen's Green shopping centre, Cruises Street in Limerick and Eyre Square, Galway.

The chain also has branches in The Square in Tallaght, the Pavilions in Swords, Carlow, Cork, Dundalk, and in Dublin Airport. Claire's is currently looking at small companies in Ireland "for possible acquisition and have plans for three more outlets by Christmas".

Mr Smith attributes the airport outlet's success to its "massive throughput".

One of its new-look branches, with maple floors and neutral colours, has been named simply "Claire's", representing a shift away from the darker, heavier decor of the Claire's Accessories stores," Mr Smith said.

"There's a lot of disposable income in Dublin and the airport's new shopping strip is very well done. The store opens from very early in the morning until late at night.

"We have eight other airport stores, but Dublin Airport also benefits from the huge business of those coming in off the low-cost airlines.

"Our merchandise is not only popular with young teenagers but also with clubbers coming into the city to party, who like our ultra violet sprays and glow in the dark earrings."

Stores average at 700 sq ft to 900 sq ft which, says Mr Smith, is needed to carry a range of over 6,000 items including hair accessories, cosmetics, jewellery, purses, bags and hats.

Claire's Accessories is a wholly-owned subsidiary of the American multinational Claire's Stores Inc., which has 2,200 stores in the US under the chairmanship of 86-year-old Roland Schaefer.

Seventy per cent of each store's merchandise is from Claire's North America best-seller's list, with the balance being chosen by local buyers.

The Madonna-inspired Rodeo-look craze has meant that cowboy hats are a tweenie must-have, as are fold-away aluminium scooters - now regarded as a fashion accessories.

The success of the chain can be largely attributed to economies of scale and centralised distribution which enables Claire's to maximise profits.

"We have a wide and deep range on offer and considerable buying power, with a buying office in Hong Kong and factories in the Far East. Nobody else can put in those kind of resources. Accessories are our core business and we made an effort to do it right." The US operation also has 150 Mr Rags stores, which sell surf and skateboard ranges.

Claire's Accessories has 390 stores in the UK - 80 of which opened in the last year - 17 in Northern Ireland, and 80 in Switzerland, Austria and Germany, which currently trade under the name Bijoux One.

There are another 45 stores in France called Cleopatra, but these are due for a name change.

The retailer also has over 80 outlets in Japan, in a joint venture with Justco. According to Smith, accessories sales in the Irish stores have matched the average of £320,000 sterling per store in the UK.

He says that store sales and the number of new openings to date have exceeded expectations, although the high key money demanded here to open in shopping centres has been sobering. Stephen Murray of Jones Lang LaSalle is Claire's agent in Ireland.

The growth of the Irish business means the chain will be able to adapt products to local needs.

"We are learning how to be more customer-smart. We will be able to stock accessories, especially for festivities like St Patrick's Day and for events like Holy Communions. It has been a great learning experience for us."