Former Paper Source CEO Appointed to Lead Hanna Andersson

Sally Pofcher Hanna Andersson

Premium childrenswear brand Hanna Andersson has named Sally Pofcher as its new CEO, making her the first mother to lead the company since the brand’s founder Gun Denhart.

Pofcher joins the predominantly female executive team with more than 20 years of expertise in digital consumer knowledge, brand building and retail. Most recently, Pofcher served as an Operating Partner at the private equity firm L Catterton, where she advised on deal evaluation and portfolio company performance in the Growth Fund and was a board member for multiple businesses including Sweaty Betty and Cover FX. Previously, she was Board Chairman and CEO at Paper Source, where she led 8 years of double-digit sales and profit growth as well as a successful investor transition. She also has held leadership roles as SVP of Strategy and Business Development at The Gap and as a partner at McKinsey and Co.

“As both an executive and a longtime customer and fan of the brand, I am thrilled to be joining the Hanna Andersson team,” said Pofcher in a statement. “When my children grew up wearing Hannas, I admired the company’s commitment to quality, durability and sustainable practices. The founding principles of Hanna Andersson were ahead of their time and are still exactly right for this moment. As CEO, I am excited to share this brand with a new generation of diverse parents and families, and more fully express our brand spirit through storytelling and product innovations that continue to deliver inspiring prints and silhouettes while drawing on more sustainable sources.”

In addition to Pofcher’s appointment, Hanna Andersson has also named former Nike VP Pamela Neferkara to its board as an Independent Director. In her new role, Neferkara will look for opportunities to improve the digital/ecommerce customer experience and bolster the brand’s diversity, equity and inclusion values, particularly as the company brings in new talent.


“There is good reason why Hanna Andersson’s consumers are so loyal, and I’m pleased to be joining the board at this critical juncture as the brand looks to expand its consumer base,” said Neferkara. 



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