Entering a new product category, children’s apparel brand Hanna Andersson launched an activewear line on Tuesday.
The new collection, called Active by Hanna Andersson, incorporates UV-protective wicking fabric and over 80% of the products are made from recycled fabrics, according to details emailed to Retail Dive. The line is BPA and PFA free and Oeke-Tex Class 1 certified, per the company.
Activewear from the collection includes stretch leggings, basketball shorts, bike shorts, skorts and more, with a variety of patterns and solid colors.
The direct-to-consumer children’s brand has seen a handful of chief executive officers step into the role over the course of several years. Joelle Maher took on the position in May 2017, but left in 2019 as Michael Edwards stepped in.
In March of 2021, Hanna Andersson appointed Sally Pofcher as its CEO and named Pamela Neferkara as an independent director of the board. The following year, Pofcher moved to become a non-executive chair of the company’s board and Aimée Lapic was appointed to the chief position. Additionally, in September of last year, Hanna Andersson named Callie Canfield as its chief brand officer.
The brand was acquired by private equity firm L Catterton in August 2016 from Sun Capital Partners.
The children’s apparel market is expected to grow by 2.46% each year globally through 2027, according to data from Statista. Most of the revenue in the sector — which is currently estimated at $267.5 billion globally in 2023 — comes from the U.S.
