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 CEO in 2022.

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 (and today drives 70 percent of sales), 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.

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 DTC sales model, future category expansions and that fiercely loyal customer base.

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