Jun 30, 2026 · 25 min · 10 segments
Hanna Andersson has spent decades building a reputation for quality children's apparel that families trust and pass down from generation to generation. Aimee Lapic, CEO of Hanna Andersson, joins…
Bill ThorneHost
We talked about before we started recording that we have an intern whose sister and she were clothed in Hanna Andersson.
And, and then, then I got an email from another colleague who said that they are excited that we're doing, uh, Hanna Andersson today and that I should tell you that they have clothed all their children in Hanna Andersson, and they-- it's a big thing in their community to hand them over when the kids are, have grown out of them.
How do you build and maintain that with today's families? I mean, especially in a, it's, it's a very personal category like children's apparel.
Like, number one, as I mentioned before, it is all about our customers, and so hearing stories about loyal customers and people who have grown up wearing Hanna, it just literally warms my heart.
Our purpose, our mission, is to champion childhood, and in that, we don't take that lightly.
So you'll see bold, bright colors and patterns from Hanna Andersson because we are about celebrating childhood.
We make everything really easily dressable for children to be able to be empowered and dress themselves, so we use zippers instead of snaps.
When you talk about hand, handed down, our resale marketplace is called Hanna Me Downs-
... because everything in our line is made to be handed down child to child, generation to generation.
And everything we do, we put every single piece that's in our line through a 60-plus wash test to ensure that it will be durable, that the colors won't fade, that it'll be just as soft on after 60 washes as it is on the first wash.
So everything, every design, every manufacturer, each thing is made purposefully to be able to last for generations.
We talked about before we started recording that we have an intern whose sister and she were clothed in Hanna Andersson.
And, and then, then I got an email from another colleague who said that they are excited that we're doing, uh, Hanna Andersson today and that I should tell you that they have clothed all their children in Hanna Andersson, and they-- it's a big thing in their community to hand them over when the kids are, have grown out of them.
How do you build and maintain that with today's families? I mean, especially in a, it's, it's a very personal category like children's apparel.
Like, number one, as I mentioned before, it is all about our customers, and so hearing stories about loyal customers and people who have grown up wearing Hanna, it just literally warms my heart.
Our purpose, our mission, is to champion childhood, and in that, we don't take that lightly.
So you'll see bold, bright colors and patterns from Hanna Andersson because we are about celebrating childhood.
We make everything really easily dressable for children to be able to be empowered and dress themselves, so we use zippers instead of snaps.
When you talk about hand, handed down, our resale marketplace is called Hanna Me Downs-
... because everything in our line is made to be handed down child to child, generation to generation.
And everything we do, we put every single piece that's in our line through a 60-plus wash test to ensure that it will be durable, that the colors won't fade, that it'll be just as soft on after 60 washes as it is on the first wash.
So everything, every design, every manufacturer, each thing is made purposefully to be able to last for generations.
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