Hanna Andersson, a Swedish children’s apparel brand known for its colorful cotton pajamas, is reaping the rewards of its personal shopping service for busy parents.
The brand, which launched in 1983, took a hard pivot in 2020 when it decided to close its more than 50 stores and become an online-only retailer. But Hanna Andersson didn’t want to compromise on customer service in the process, CEO Aimée Lapic told Modern Retail. For years, families had come into stores asking for recommendations for back-to-school outfits, matching holiday pjs and Picture Day looks — so Hanna Andersson started a personal shopping service to cater to those requests.
In four years, the service has “grown tremendously,” according to Lapic. The number of clients using Hanna Andersson’s dedicated personal shopping line — which is free and open to anyone but is especially common among rewards members — has quadrupled since 2020. Clients can chat with, call, text and email the personal shoppers, many of whom worked as store managers at Hanna Andersson’s locations. All personal shoppers are full-time employees with Hanna Andersson.
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