Dive Brief:
- Children’s apparel brand Hanna Andersson appointed Lisa Perlmutter as its first chief customer officer, according to a Wednesday press release. The C-suite member will report to CEO Aimée Lapic.
- Perlmutter most recently served as the senior vice president of marketing and e-commerce at the jewelry brand Brilliant Earth. She also worked in several leadership positions at companies including Wine Society and Sephora.
- In her new role, Perlmutter will “champion the customer across all touchpoints, driving strategic expansion and digital growth,” per the release.
Dive Insight:
During her time at Brilliant Earth, Perlmutter helped nearly triple company revenue in four years.
"A true brand champion, Lisa has shown her ability to drive results by putting the customer first," Lapic said in a statement. "Her proven track record growing digital-first brands while preserving core values and a clear mission makes her the perfect leader to join me and the leadership team as we propel Hanna Andersson into our next chapter of growth."
Founded in 1983, Hanna Andersson is now a digital-first brand that provides clothing to children from newborn to age 12. Perlmutter’s appointment comes as the brand has expanded its services over the past year.
Hanna Andersson in September launched its first loyalty program, Hanna Rewards, at no cost to customers. The program features perks such as discounts, early and exclusive access to new product launches and sales, and free shipping. Additionally, users earn 200 points for signing up, receive one point for every $1 spent and earn a $10 reward with 125 points.
The direct-to-consumer brand entered resale in February with the launch of its secondhand marketplace. The Hanna-Me-Downs platform was made with retail technology company Archive, with sellers able to utilize Hanna Andersson’s descriptions, size charts, images and more for their listings. While cash transactions are allowed, the company also offers 125% more sale value for sellers who elect to receive a gift card as payment.
