What Hanro USA Inc does

Hanro USA Inc is the US operating subsidiary of the Swiss heritage intimate apparel brand Hanro, founded in 1884. The company designs and distributes premium lingerie, underwear, sleepwear, loungewear, and daywear for men and women, retailing at price points ranging from approximately $100 to $300+ per item. Hanro USA operates primarily as a direct-to-consumer brand through its e-commerce storefront (shop.hanrousa.com) — offering free 2-day shipping and free returns to the United States and now Canada — and complements this with two physical retail boutiques in New York City: a flagship on Madison Avenue and a second location in the Meatpacking district.

The product portfolio spans core categories (bras, panties, sleepwear, clothing) for both genders, alongside a layered set of branded sub-collections differentiated by fabric technology and aesthetic positioning: Touch Feeling (silky romantic intimates), Cotton Seamless (invisible comfort), Luxury Moments and Allure (lace-trimmed luxury), Micro Touch (men's microfiber), Night and Day (versatile day-to-night wear), Living (men's lifestyle), Urban Casuals (lightweight woven), Travelwear (piqué leisure), Inaya and Cira (women's sleepwear), and Fancy Woven (men's patterned underwear). The company also operates designer collaborations including the Charlotte Adam x HANRO capsule for Spring/Summer 2026. There is no proprietary technology platform; differentiated assets are fabric and fit expertise, Swiss heritage, and curated design rather than technology IP.

Revenue is generated entirely through one-time direct product sales at unit pricing, with no subscription, licensing, or wholesale channel disclosed. Customer care is supported by phone (+1-855-426-7687) and digital self-service. Marketing is conducted through organic social (Facebook, Instagram, YouTube, Pinterest), email/newsletter, and educational content on the e-commerce platform (bra fit guides, style guides, care instructions). The customer base is entirely consumer/retail, served as long-tail individual buyers; named customers in testimonials are all individual consumers (e.g., Pascale, May, Gina, Margaret) with no enterprise accounts reported. Headcount is reported only as a range of 11–50 employees.

Name

Hanro USA Inc

Legal name

Hanro USA Inc

Website

https://hanrousa.com

Company type

Private

Founded year

1884

Operating status

Operating

Headcount range

11–50 employees

Short description

Hanro USA Inc is the US subsidiary of the Swiss heritage intimates brand Hanro, designing and selling premium lingerie, underwear, sleepwear, loungewear, and daywear for men and women via owned e-commerce and two NYC retail boutiques at $100–$300+ price points.

Ownership category

akta.pro rank

Product category

Luxury Intimate Apparel

NAICS

Clothing and Clothing Accessories Retailers (458110)

SIC

Women's, Misses', Children's & Infants' Undergarments (2340), Retail-Women's Clothing Stores (5621)

akta.pro primary industry

Luxury Intimates, Loungewear & Sleepwear (CRAAAFAJ)

akta.pro secondary industries

Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF), Sleepwear & Nightwear (Pajamas, Nightgowns) (CRAAAIAE)

Keywords

• Luxury intimate apparel
• Premium sleepwear
• Designer loungewear
• Women's lingerie
• Men's underwear

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices2 records

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: Hanro generates revenue through direct-to-consumer sales of premium lingerie, underwear, sleepwear, and clothing via its e-commerce platform and retail boutiques. Products are sold at retail price points ranging from approximately $100 to $300+ per item, with no subscription model mentioned.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Hanro USA designs and distributes premium intimate apparel, loungewear, nightwear, and daywear for men and women under the Hanro brand. The portfolio includes women's bras, panties, sleepwear, and clothing as well as men's underwear, sleepwear, and clothing, alongside capsule collaborations, gift cards, and gift boxes. Products are sold direct-to-consumer through the shop.hanrousa.com e-commerce platform and two flagship retail boutiques in New York City.

Product overview

Hanro USA Inc is a luxury underwear, lingerie, sleepwear, and loungewear brand offering a comprehensive portfolio of core products for women and men. The women's range includes bras (underwire, wireless, T-shirt, D+ cup, crop tops), panties (briefs, boylegs, hipsters, thongs), sleepwear (pajama sets, nightgowns, chemises, robes), and clothing (tops, bottoms, dresses, loungewear, warmwear). The men's range includes underwear (boxers, boxer briefs, briefs, undershirts), sleepwear (pajama sets, robes), and clothing (tops, bottoms, loungewear, socks). The brand operates multiple sub-brands including Touch Feeling (silky romantic intimates), Cotton Seamless (seamless comfort), Luxury Moments and Allure (lace luxury), Micro Touch (men's microfiber), Night and Day (versatile day-night wear), Living (men's lifestyle), Urban Casuals (lightweight summer wear), Travelwear (versatile travel styles), Inaya and Cira (women's sleepwear), and Fancy Woven (men's patterned underwear). The portfolio also includes designer collaborations such as Charlotte Adam x HANRO. Products are sold through e-commerce, flagship stores (Madison Avenue and Meatpacking in NYC), and include gift card and gift box services.

Differentiator

Problem solved

Functional benefit

Brands

• Charlotte Adam x HANRO: Collaboration collection featuring designer Charlotte Adam
• Atelier Charlotte Adam

Products and services

• Women's Bras Women's bras including underwire, wireless, T-shirt, D+ cup, and crop top styles, sold direct-to-consumer through the Hanro USA e-commerce store and NYC boutiques.
• Women's Panties Women's underwear including briefs (full, high-cut, bikini), boylegs, hipsters, and thongs in various fabrics and styles, sold through the Hanro USA e-commerce store and boutiques.
• Women's Sleepwear Women's sleepwear including pajama sets, sleep separates, nightgowns, chemises, sleep shirts, and robes, including 100% cotton options, sold through the Hanro USA store.
• Women's Clothing Women's clothing including tops (camisoles, crop tops, tank tops, T-shirts, lounge tops, jackets & cardigans), bottoms (shorts, pants, leggings), dresses & slips, loungewear, warmwear, and accessories.
• Men's Underwear Men's underwear including boxers, boxer briefs, briefs, undershirts, and multipacks in various fabric collections, sold through the Hanro USA store.
• Men's Sleepwear Men's sleepwear including pajama sets, pajama tops, pajama bottoms, and robes, sold through the Hanro USA store.
• Men's Clothing Men's clothing including tops & tees, bottoms, loungewear, warmwear, and socks, sold through the Hanro USA store.
• Charlotte Adam x HANRO Collaboration Collection Designer collaboration capsule collection with Charlotte Adam, targeting the luxury women's market with elevated everyday basics, sold through the Hanro USA e-commerce store.
• Hanro Gift Cards Physical and digital (e-gift) gift cards available for purchasing Hanro products, sold through the Hanro USA e-commerce store.
• Hanro Gift Boxes Curated gift box sets for gifting occasions, sold through the Hanro USA e-commerce store.

Named customers8 records

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Charlotte AdamflagshipStrategic or Co-development Partner · 1 January 2026Charlotte Adam x HANRO collaboration for Spring/Summer 2026 collection featuring cotton blend lace-up collared tops, crop tops, boylegs, and silk camisoles. This represents a co-designed capsule collection with fashion designer Charlotte Adam, targeting the luxury women's market with elevated everyday basics.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Natori: Natori is a US premium intimates, sleepwear, and loungewear brand offering bras, panties, sleepwear, and ready-to-wear at accessible-luxury price points. Closely comparable to Hanro USA in product breadth (women-led intimates with sleepwear), positioning, and omnichannel DTC-plus-storefront distribution.
• Eberjey: Eberjey is a premium intimates and sleepwear brand known for soft, lifestyle-oriented bras, underwear, and pajamas. Comparable to Hanro USA in target customer (women seeking everyday luxury basics), pricing tier, and emphasis on fit and comfort-driven design.
• Cosabella: Cosabella is an Italian-rooted luxury intimates and loungewear brand offering lace bras, underwear, and sleepwear. Comparable to Hanro USA in premium positioning, European design heritage, and overlap on lace-trimmed and lace-driven product lines.
• La Perla: La Perla is a heritage Italian luxury intimates and loungewear house with global boutiques. Comparable to Hanro USA in ultra-premium positioning, sleepwear/lingerie focus, and physical flagship-store distribution model in major fashion capitals.
• Lunya: Lunya is a DTC premium sleepwear and loungewear brand for women, selling silk and cotton-based elevated basics. Comparable to Hanro USA in DTC-led model, premium price points, sleepwear-forward assortment, and emphasis on elevated everyday essentials.
• Skin (Skinnygirl intimates): Skin is a premium intimate apparel brand focused on soft, well-fitting basics and bralettes. Comparable to Hanro USA in DTC channel emphasis, premium basics positioning, and minimalist design aesthetic for the women's intimates category.

Broad incumbents

• Wacoal: Wacoal is a large, established intimates brand with broad assortment across bras, panties, and shapewear sold through department stores and DTC. Comparable to Hanro USA in core product category but operates at a much larger scale and lower average price point.
• Calvin Klein Underwear: Calvin Klein Underwear is a mass-premium intimates label sold through department stores, specialty retailers, and DTC. Comparable to Hanro USA in men's and women's underwear categories, but competes at a lower price tier and far broader distribution.

Emerging players

• ThirdLove: ThirdLove is a digitally native intimates brand offering bras and underwear with a fit-focused sizing model. Comparable to Hanro USA in DTC-led women's intimates focus and bra-fit educational content, but competes at a more accessible price tier.
• Commando: Commando is a premium intimates and shapewear brand specializing in seamless, comfort-driven basics. Comparable to Hanro USA in DTC premium positioning and seamless/comfort product lines such as Cotton Seamless.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/c/hanro
• Facebookfacebook.com/hanro.official
• Instagraminstagram.com/hanro.official
• LinkedInlinkedin.com/company/hanro-usa-inc

Revenue estimate

Valuation estimate

Number of profiles

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 Hanro USA Inc