Growth spurt for Hanna Andersson product line

Oct 01, 1999 9:30 PM  By

Hanna Andersson is giving moms and kids more ways to feel soft and cozy. Beginning with its fall catalog, the Portland, OR-based upscale children’s clothing cataloger is selling bedding and other home goods for children; it is also increasing its offerings of women’s apparel.

In an eight-page insert entitled Hanna Home, the cataloger introduces rugs, prints, and toiletries for children, as well as bedding for cribs and twin- and full-size beds. Prices range from $5 to $125.

According to Terri Sager, general merchandise manager for Hanna Andersson, the launch of the home goods line is a natural evolution for the cataloger. “Moms love the softness of our clothing,” she says. “It’s easy to care for, and it’s very comfortable, so we believe they’ll appreciate those qualities in bedding for their children.”

The Hanna Home line comes on the heels of similar high-profile spin-offs, such as NM Child from Neiman Marcus and Pottery Barn Kids. But Sager says that despite the “good” response, Hanna Andersson has no plans to dilute its core brand and launch a separate catalog of home products for children.

Nor does the company intend to spin off a women’s clothing catalog, although Sager says that it may continue expanding its women’s line if response remains strong. The fall catalog includes 14 pages of apparel and accessories for women, including bouclA sweaters, velour tunics, and mule-style shoes, ranging in price from $10 to $98. “We never had a commitment to serving the mothers’ market until this year,” Sager says. “Mom is the one placing all the orders for her children’s clothes,” so it comes as no surprise that customers were asking for more women’s clothing, she says. Though she won’t disclose numbers, Sager says that response to the increased product line is “very good.”

The cataloger, which has roughly 181,000 12-month buyers, also sells some men’s clothing, though the selection is usually limited to pajama sets, sweatpants, and sweatshirts, Sager says. “But we occasionally offer items for them such as Nordic sweaters that the whole family can wear, and father-son matching flannel shirts at the holidays.” Hanna Andersson doesn’t plan to increase its merchandise for men.