How Hanna Andersson's resale site is boosting its business

"In 1995, the kids' brand Hanna Andersson debuted matching family pajamas, kick-starting a trend. Three decades later, it's become a tradition in many families to buy PJs emblazoned with reindeer or Christmas trees or menorahs to wear during the holidays. But if you're concerned that seasonally specific sleepwear may not be so eco-friendly-after all, how much use will your toddler get from those Santa Claus jammies?-Hanna Andersson has a suggestion for you: Why not buy them secondhand?"

"In 2023, Hanna Andersson launched Hanna-Me-Downs, a website for customers to buy and sell pre-owned products. If you scroll through the site, you'll find thousands of gently used Hanna Andersson pajamas for the whole family, along with dresses, T-shirts, and trousers from previous seasons. Since the platform debuted, Hanna Andersson has become the top resold children's brand in the U.S., selling more than 160,000 garments to 25,000 customers. And interest in Hanna-Me-Downs is only growing, with site visits increasing by 30% this year."

"Aimée Lapic, who became the brand's CEO in 2022, helped launch Hanna-Me-Downs and believes it has been one reason behind the brand's growth in recent years. (Since Hanna Andersson is a private company owned by the private equity firm L Catterton, it does not share its revenue, but says it has experienced double-digit growth since 2019, and even higher levels of profitability.)"

Hanna Andersson introduced matching family pajamas in 1995, leading to a widespread holiday tradition of seasonal sleepwear. In 2023 the company launched Hanna-Me-Downs, a resale website where customers buy and sell pre-owned Hanna Andersson items, including pajamas, dresses, T-shirts and trousers. The branded resale platform has sold more than 160,000 garments to 25,000 customers and generated a 30% increase in site visits this year. Aimée Lapic, named CEO in 2022, helped launch Hanna-Me-Downs and attributes part of the brand's recent growth to the platform. The privately owned company reports double-digit growth since 2019, a full shift to direct-to-consumer retail in 2020, and a 2023 rewards program nearing one million members.

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