Mall-based teen accessories retailer Claire’s, known for helping usher millions of teens into an important rite of passage — ear piercing — but now struggling with a big debt load and changing consumer tastes, has filed for Chapter 11 bankruptcy protection.

Claire’s Holdings LLC and certain of its U.S. and Gibraltar-based subsidiaries — collectively Claire’s U.S., the operator of Claire’s and Icing stores across the United States, made the filing in the U.S. Bankruptcy Court in Delaware on Wednesday. That marked the second time since 2018 and for a similar reason: high debt load and the shift among teens heading online away from physical stores.

Claire’s Chapter 11 filing follows the bankruptcies of other teen retailers including Forever 21, which filed in March for bankruptcy protection for a second time and eventually closed down its U.S. business as traffic in U.S. shopping malls fades and competition from online retailers like Amazon, Temu and Shein intensifies.

Claire’s, based in Hoffman Estates, Illinois and founded in 1974, said that its stores in North America will remain open and will continue to serve customers, while it explores all strategic alternatives. Claire’s operates more than 2,750 Claire’s stores in 17 countries throughout North America and Europe and 190 Icing stores in North America.

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

“This decision is difficult, but a necessary one,” Chris Cramer, CEO of Claire’s, said in a press release issued Wednesday. “Increased competition, consumer spending trends and the ongoing shift away from brick-and-mortar retail, in combination with our current debt obligations and macroeconomic factors, necessitate this course of action for 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 said that the company remains in “active discussions” with potential strategic and financial partners. He noted that the company remains committed to serving its customers and partnering with its suppliers and landlords in other regions. Claire’s also intends to continue paying employees’ wages and benefits, and it will seek approval to use cash collateral to support its 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.

President Donald Trump on Thursday demanded that the CEO of the tech firm Intel resign immediately, saying he is “highly conflicted” because of alleged ties to China.

“There is no other solution to this problem,” Trump wrote on Truth Social.

Trump’s attack on the Intel chief is his latest attempt to pressure the semiconductor industry, which has fueled the boom in artificial intelligence. On Wednesday, he said he would hit imported computer chips with a 100% tariff unless companies are making them, or plan to make them, in the United States.

The demand also comes after Sen. Tom Cotton wrote to Intel Chairman Frank Yeary to “express concerns about the security and integrity of Intel’s operations and its potential impact on U.S. national security.”

Cotton, a Republican from Arkansas, claims in the letter that Intel’s recently named CEO, Lip-Bu Tan, “reportedly controls dozens of Chinese companies and has a stake in hundreds of Chinese advanced-manufacturing and chip firms. At least eight of these companies reportedly have ties to the Chinese People’s Liberation Army.”

Cotton asked Intel whether it had asked Tan to “divest from his positions in semiconductor firms linked to the Chinese Communist Party or the People’s Liberation Army and any other concerning entities in China that could pose a conflict of interest?”

Cotton also asked the company if it was aware of any subpoenas that Tan’s former firm received and if Tan has disclosed any other ties to China.

Intel has not responded to NBC News’ request for comment on Cotton’s letter and Trump’s social media post.

The senator’s letter cites a recent Reuters story that said Tan “has invested in hundreds of Chinese tech firms, including at least eight with links to the People’s Liberation Army, according to a Reuters review of Chinese and U.S. corporate filings.’

In March, Yeary announced that Tan had been named Intel CEO. Tan started working at the company on March 18. Tan was previously chief executive of Cadence Design Systems, an American chip design company based in California, from 2009 to 2021.

Intel’s rivals such as Taiwan Semiconductor, Samsung, GlobalFoundries and Nvidia have all announced plans to invest billions of dollars in their existing U.S. chipmaking infrastructure or deepen partnerships with U.S. companies like Apple to dodge those long-promised tariffs.

Further management turmoil for Intel likely spells more trouble and delays as it continues to try to play catch up with its competitors. The company’s stock market value, just shy of $90 billion, lags far behind most of its rivals. Its stock dropped more than 2% Thursday, erasing its gains for the year and underperforming the S&P 500’s 9% gain this year.

Intel’s last CEO, Patrick Gelsinger, was forced out at the end of 2024 after the company fell behind Nvidia, AMD and other chip firms in the AI race. That came as Gelsinger sought to transform the long-struggling company by attempting to build major chip factories in the U.S.

But Intel’s debt load and the lead time that other companies already had on Intel were too much for Gelsinger to overcome.

In November, Intel received a nearly $8 billion grant under the Biden administration’s “CHIPS Act” for factory build-outs and to make secure chips for the Defense Department.

But that grant was less than Intel was originally set to receive. It was reduced because U.S. officials worried about Intel’s ability to deliver what was promised, The New York Times reported.