Kellwood to buy Hanna Andersson for $175M

Share this content:

Apparel marketer Kellwood Company has signed an agreement to buy multichannel merchant Hanna Andersson Corp. for approximately $175 million.

Hanna Andersson was founded by Tom and Gun Denhart in 1983 when Ms. Denhart could not find the colorful, high-quality cotton kids clothes she had known in Sweden. Products are marketed through a catalog, 18 retail stores and a Web site at www.hannaandersson.com.

In 2006, the Portland, OR-based Hanna Andersson's sales totaled approximately $100 million.

For Kellwood, which markets brands such as Claiborne, Nautica, XOXO and Baby Phat, the deal complements several company goals, including the desire to expand into upscale brands.

The Hanna Andersson brand also strengthens Kellwood's children's business platform, which includes Gerber Childrenswear.

Kellwood, St. Louis, MO, is also looking to strengthen its direct relationship with consumers, something that Hanna Andersson has a proven track record in.

In January, Kellwood hired Tom Pastorello as director of e-commerce, a new position within the company. Mr. Pastorello's role is to provide leadership across all Kellwood divisions as the company builds its e-commerce capabilities for its key brands.

Philip Iosca will continue to lead the Hanna Andersson management team as president/CEO.

close

Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

USAData helps businesses find new customers and grow their current customers through a combination of data and digital marketing services, and easy-to-use SaaS technology products. We enrich customer data so businesses can more effectively target and communicate with customers, and connect them with their best look-alike prospects through digital and traditional channels. We make it easy through simple, self-serve applications and APIs, as well as through full-service programs managed by our Data and Digital experts. 

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above