![]() ![]() “Giving them the original photography, a price recommendation, names, descriptions. “We really think through with each brand what approach makes sense for them and their customer base.”įor Hanna Andersson, Gittins said, a top consideration was making it easy for busy parents to list clothing for sale. “There is so much value to both the buyer and seller in having it through a branded channel,” she said. The company no longer operates physical stores, and has returned to its direct-to-consumer roots as a digital-only retailer.īrands increasingly have sought to offer trade-in and resale options both as a way to support sustainability, and as a way connect with existing customers and potential new customers.Īrchive was founded to create resale experiences for brands because “we believe that brands should own the experience of allowing their customers to come back and resell past purchases through them,” Gittins said. Previously, the company had offered customers a chance to buy and sell pre-owned items through its physical stores. “Hanna-Me-Downs is a term that has been used internally at Hanna and externally for many many years, so now being able to re-launch it again as part of our brand is so important, reinforcing our quality message,” Reed said. Hanna Andersson clothes usually have multiple lives as hand-me-downs Courtest of Hanna Andersson The brand was founded in 1983 in Portland by Gun Denhart, a mother who wanted to give American children the type of long-lasting, comfortable cotton clothing sold in her native Sweden.ĭenhart’s goal was to create sustainable clothing that would be passed down to every child in the family, and to younger friends and relatives, when outgrown. “This is us providing this service for our customers and having it all in one place, versus having to sell it themselves,” she said. “There’s quite a market out there already,” Reed said. On the resale site Poshmark, for example, there currently are over 100 pages of Hanna Andersson listings, and close to 5,000 Hanna items for sale. Hanna Andersson is a popular and sought-after brand on other resale platforms. “Children obviously grow out of clothing, and you might have people to hand that down to organically, but if you don’t, the opportunities to come back to the brand and resell it as part of that community feel so natural.”Īrchive announced last month that it had raised $15 million in Series A funding that will allow it to expand to meet demand from a growing number of brands for resale partnerships. ![]() “It makes a huge amount of sense when you think about it,” she said. “We’re really excited to be moving into this category in the U.S.,” Gittins said. to partner with Archive, Emily Gittins, CEO and co-founder of Archive, said in an interview. Hanna Andersson is the first children’s brand in the U.S. It has created resale platforms for 35 brands including The North Face, Marimekko, M.M.LaFleur, and Oscar de la Renta. Archive is a two-year-old company that creates programs that allow brands to incorporate resale into their businesses. ![]() Hanna Anderson partnered with resale tech company Archive to create the online resale store. “There are a lot of Facebook sites and Instagram sites and other platforms where Hanna Andersson is being sold, but this feels to our customer that it’s the Hanna site,” she said. ![]() The goal was to create a site that resonated with Hanna fans and reflected the brand, Reed said. The homepage of the new Hanna Andersson resale shop. ![]()
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