Hanna Andersson launched its “Hanna-Me-Downs” peer-to-peer resale marketplace in 2023 to offer parents a sustainable way to exchange pre-loved Hanna pieces and extend the life of durable, stylish clothing. It has since become the No. 1 resold children’s brand in the U.S., reselling more than 160,000 items.

In this video interview, Total Retail Editor-in-Chief Joe Keenan speaks with Hanna Andersson CEO Aimée Lapic about its evolution into a digital-first brand, what differentiates its business within the crowded children's market, and its robust loyalty program. Lapic discusses the substantial growth of Hanna Andersson's resale marketplace, how its peer-to-peer component builds community, and the retailer's holiday strategy focused on its iconic family matching pajamas. She also shares insights into the success of Hanna Andersson's personal shopper program as well as her vision for the children's clothing brand in 2026 and beyond.