PAN Blog

Over the past few weeks a colleague and I have been diligently researching the New York Times Small Business section. Our task is to unlock the mysteries behind the prose of the NYT small business columnists. It has been a great journey, reading a great variety of articles from various columnists chronicling the science of the small business.

I have always loved learning about how one builds a business. I admit to checking out countless books from the library on how to start a business, gain investors, and of course marketing a brand.

Both my parents were entrepreneurs, my mother a hairdresser and consignment store owner, and my was father a baker and dog breeder. Let’s say it’s in my blood. I am especially impressed by those who can create an empire from scratch. Those who rank in my personal favorites include, Martha Stewart, Anita Roddick, Madam C.J. Walker, Coco Chanel, Mary Kay Ash, and of course Gun Denhart.

Gun Denhart is the woman behind Hanna Andersson, a clothing brand that specializes Scandinavian style all-cotton children's clothing. The clothes are soft, extremely durable and are well made compared to most of the clothing brands today.

After Gun had her second child in 1980 she searched for resilient children’s clothing that could hold up to all the washings associated with children and reflected her Swedish heritage in style and color. Finding none, she returned to Sweden and bought a few hundred dollars worth of clothing and distributed amongst her friends. Thus, Hanna Anderssen (named after Gun’s grandmother) was born. Gun and her husband Tom began to build their brand operating as a catalog only business. Their first catalog was designed and sent out to America. It featured functional, durable clothing for kids and a small section of adult wear.

The company was also noted for their ‘Hanna way’ employee polices. The company provided workers with generous stipends for child care, extended parental leave, and various wellness programs. In addition to taking care of their employees Hanna Anderssen also developed the ‘Hanna downs’ program which accepted clothing purchased in exchange for a 20% discount on clothing.

I mention Gun Denhart because she was a woman who saw a void in the market and she strived to fill it. It sounds very simple. Gun saw the need for corporate social responsibility and a deep accountability to her employees while building her brand’s name. She also worked to ensure her products stability in everything from the quality design of the garments to strong emphasis on customer service.

A new Hanna Anderssen store opened today in the Natick Collection.