Premium childrenswear brand Hanna Andersson is known for its bright, playful prints, family pajamas and a highly sustainable ethos. The label has grown considerably since its start in the 1980s, and shepherding the brand’s most recent growth and digital expansion is Aimée Lapic, who became chief executive officer in 2022.
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During her tenure she launched the Hanna-Me-Downs resale marketplace, introduced the Hanna Rewards loyalty program that quickly grew to nearly 1 million members, reimagined the family holiday pajamas experience with a first-of-its-kind mix and match offering, and scaled its unique childrenswear Personal Shopper program to record participation — further cementing Hanna Andersson’s position as a retail innovator.
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In this episode of Retail Rx, Ian Fredericks, CEO of Hilco Global Capital Solutions and the executive director of Hilco Global’s retail and consumer platform, chats with Lapic on its pivot to an online direct-to-consumer sales model, future category expansions and that fiercely loyal customer base.
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“One of the first things [I did] when I joined the company was figure out a way to give back to our loyal customers in a way that they felt good about continuing to participate in Hanna and build a community,” said Lapic.
Today, the Hanna Rewards program drives about 70 percent of the company’s sales. Additionally, the brand’s feedback average rating is 4.5 out of five stars, with loyalists continually giving input on favorite new prints and sending holiday photos of the family in Hanna Andersson pajamas.