Hanna Andersson Reaches Massive Loyalty Milestone
MARKETING
Hanna Andersson, the trusted premium children's apparel and pajama brand celebrated as the "Champion of Childhood," announced it has reached a major milestone of one million Hanna Rewards loyalty members.
For over four decades, Hanna Andersson has stood as the "Champion of Childhood," renowned for its premium, sustainable children's apparel and the famously durable "Hanna-Me-Down" quality. Today, the trusted brand has announced a massive achievement that underscores the fierce loyalty it commands across multiple generations: reaching one million members in its Hanna Rewards program.
This milestone is more than just a number; it transforms Hanna Andersson’s deep customer base into an active, data-rich loyalty ecosystem. By engaging consumers well beyond peak shopping seasons, the brand is leveraging this community to provide valuable feedback that directly informs product design and enhances the entire customer experience.
Loyalty That Lasts Generations
Hanna Andersson’s success is built on its founding philosophy: creating organic cotton pieces that are made to play and made to last. This commitment to longevity and quality naturally fosters multi-generational trust, a loyalty that the Hanna Rewards program launched in 2023 is designed to capture and reward.
The free Hanna Rewards program has successfully disrupted the children's apparel space by offering concrete, meaningful benefits that keep customers coming back:
Points for Shopping: Rewarding purchases with points that translate into value.
Exclusive Access: Granting members early access to certain products, collections, and coveted discounts (like the famous matching family PJs).
Personalized Service: Offering free shipping and a direct, members-only phone line to Hanna Andersson's personal shoppers for a high-touch experience.
"Reaching one million loyalty members reflects the strength of our brand and the trust families place in us," shared Aimée Lapic, Chief Executive Officer at Hanna Andersson. "Hanna Rewards has become a powerful way for us to learn from our customers and serve them better whether that's through more thoughtful product launches, a more seamless shopping experience, or meaningful value in return."
Data-Driven Design and Customer Care
The information gathered through the Hanna Rewards program is not just passive data, it is actively utilized to power the brand’s strategic decisions. This consumer feedback informs everything from product design choices and material selections to new partnerships and collaborations.
This data-driven approach is complemented by the brand’s unique personal shopping service. This offering leverages trusted stylists to provide generational shoppers with guidance and inspiration, transforming the experience of buying kids' clothes into a supportive, high-touch consultation.
By focusing on a circular economy, a true pioneer in sustainability, with its garments frequently cited as the #1 resold premium children's brand, Hanna Andersson has created a business model where loyalty, quality, and environmental stewardship go hand-in-hand. This one million-member milestone is a clear testament to the power of a mission-driven brand.