Hanita

What Hanita does

Hanita is an Italian direct-to-consumer women's fashion brand operated by PUSH S.R.L., a privately held Italian company founded in 1993 by Carlo Casillo and Antonio Auricchio, with a 5,000 sqm production facility in the Nola industrial area. The Hanita collection was launched on April 11, 2008 and is positioned as a "Made in Italy" line emphasizing Italian fabrics and in-house manufacturing. The product range covers dresses, pants, jackets, shirts, blouses, skirts, tops, shorts, jumpsuits, body garments, and accessories, with a continuous seasonal cadence (a Spring/Summer 2026 collection is currently active).

The commercial operation is fully digital and domestic. Hanita sells exclusively through its own e-commerce website (hanita.it) and native iOS and Android apps, supported by WhatsApp customer service and email newsletter acquisition (offering a 10% first-purchase discount). Pricing is in EUR across a roughly €60–€450 band, with seasonal SALDI promotions at 30% off; free shipping within Italy and 14-day free returns are standard. Fulfilment is handled by DHL and UPS. The company has no disclosed funding events, no public listing, and no apparent geographic expansion beyond Italy.

The underlying technology stack is a WordPress-based e-commerce platform with native mobile applications; no API, SDK, or third-party integrations are disclosed, and there are no documented AI features. Sustainability is signaled operationally through a POR FESR Campania 2021-2027 photovoltaic installation at the Nola facility, framed as a brand-supporting credential rather than a strategic shift. Overall, Hanita functions as a vertically integrated, founder-owned Italian apparel SME focused on a single country market with a digital-only go-to-market.

Name

Hanita

Legal name

PUSH S.R.L.

Website

https://hanita.it

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

Hanita is an Italian direct-to-consumer women's fashion brand operated by parent PUSH S.R.L., selling "Made in Italy" clothing (dresses, pants, jackets, blouses, skirts, tops, accessories) to Italian consumers via its own e-commerce site, iOS/Android apps, and WhatsApp support, manufactured at a 5,000 sqm facility in Nola.

Ownership category

akta.pro rank

Product category

Women's Fashion Apparel

NAICS

Apparel Manufacturing (315), Cut and Sew Apparel Manufacturing (except Contractors) (31525)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Retail-Women's Clothing Stores (5621)

akta.pro primary industry

Dresses, Skirts & Tailored Apparel Cut & Sew (Suits/Formalwear) (IMAOAEAF)

akta.pro secondary industries

Tops & Shirts Cut & Sew (T-Shirts/Shirts/Blouses) (IMAOAEAE), Outerwear & Cold-Weather Apparel Manufacturers (CRAAAAAI)

Keywords

• Italian women's fashion
• Made in Italy clothing
• Luxury dresses apparel
• Elegant women's wear
• Premium women's clothing

Headquarters

HQ city

Nola

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Direct Product Sales: One-time purchase of fashion garments through e-commerce website and mobile applications. Products are sold at retail prices with seasonal sales promotions (30% discounts during SALDI/sales periods).

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Hanita designs, manufactures, and retails a comprehensive Italian-made women's ready-to-wear fashion collection (dresses, pants, jackets, coats, knitwear, shirts, blouses, skirts, tops, shorts, bodysuits, jumpsuits, and accessories) directly to consumers through its e-commerce website hanita.it and native iOS/Android mobile applications. All garments are produced at the parent company PUSH S.R.L.'s approximately 5,000 square meter manufacturing facility in the industrial area of Nola (Naples), Italy, using premium national fabrics under sustainable practices.

Product overview

Hanita is an Italian luxury fashion brand offering a comprehensive women's clothing collection. The product portfolio includes Abiti (dresses) as a core category with over 33 styles ranging from printed and macramé to sateen and plissé designs; Pantaloni (pants) with 27 varieties including basic, pleated, and palazzo styles; Giacche (jackets) featuring 11 styles from silk kimono to basic designs; Camicie (shirts) and Bluse (blouses) in various fabrics including lyocell, linen, and viscose; Gonne (skirts) with 12 styles from flared to embroidered; Tops, Shorts, Body, and Tute (jumpsuits). The brand also offers Accessori (accessories) including stoles. The entire collection emphasizes Italian craftsmanship, quality fabrics, and sustainable production, with the Spring/Summer 2026 collection currently featuring 30% discounts on selected items. The brand operates from approximately 5,000 square meters of production facilities in Nola, Italy, and represents 'Made in Italy' quality globally.

Differentiator

Problem solved

Functional benefit

Products and services

• Abiti (Dresses) Italian-made women's dress collection with over 30 styles including printed, plissé, macramé, organza, sateen, A-line, asymmetric, halter-neck, short, tube, and one-shoulder designs; targeted at women seeking elegant everyday and occasion dresses.
• Giacche (Jackets) Women's jacket line featuring 11 styles from silk kimono and sateen cape to basic, flower, knot, lyocell, short-sleeve, plissé, and smocking designs; positioned as elegant layering pieces for the Italian-made wardrobe.
• Pantaloni (Pants) Women's pants collection with 27 varieties including cropped, asymmetric, basic, pleated, lace, slit, fluid, straight-leg, cotton, palazzo, cigarette, and linen-viscose options.
• Camicie (Shirts) Women's shirt line in fabrics including flower, butterfly, linen-viscose, lyocell, embroidered lyocell, organza, viscose, striped viscose, and short-sleeve variants.
• Bluse (Blouses) Women's blouse line in styles including asymmetric, with accessory, with flower, with drape, linen, lyocell, sateen, viscose, and kimono.
• Gonne (Skirts) Women's skirt line with 12 styles from flared and balloon to lace, lyocell, tulle, long, macramé, midi, embroidered, and printed.
• Cappotti (Coats) Women's coat line listed in the Hanita primary navigation as a standalone ready-to-wear category for outerwear.
• Maglieria (Knitwear) Women's knitwear line listed in the Hanita primary navigation as a standalone ready-to-wear category.
• Top Women's top line including crop, flower, drape, crossover, bow, fluid, halter, sateen, tulle, and viscose styles.
• Shorts Women's shorts in viscose fabric, sold as a dedicated category on hanita.it.
• Body Women's bodysuit category sold as a standalone ready-to-wear line.
• Tute (Jumpsuits) Women's jumpsuit line offering standard and strap styles as a standalone ready-to-wear category.
• Accessori (Accessories) Women's accessories including stoles and tops-with-scarves, sold as a standalone category.
• Chemisier Chemisier line — tailored blouses with dress-like qualities, positioned as a hybrid dress/blouse silhouette in the Italian-made collection (e.g., SS26 Chemisier at €369).

Quantifiable outcome

• Free shipping within Italy
• +2 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Push S.R.L.coreTechnology or IntegrationParent company and manufacturing partner. Push S.R.L. was founded in 1993 by Carlo Casillo and Antonio Auricchio, operating the 5,000 sqm production facility in Nola where Hanita garments are manufactured. Hanita collection was launched on April 11, 2008 as part of the Push Group.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Market position

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/hanitafashion
• Facebookfacebook.com/hanitaitalia
• LinkedInlinkedin.com/company/push-srl

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hanita