Knix

About Knix

Knix Wear Inc. operates as a direct-to-consumer intimate apparel company, positioning itself in the market by focusing on functionality and comfort over traditional industry aesthetics. The company was founded in 2013 by Joanna Griffiths, who was inspired to address a gap in the market after a conversation with her mother about the physical changes women experience, particularly post-pregnancy leaks. Griffiths, who holds a B.Com from Queen's University and an MBA from INSEAD, leveraged her prior experience in media relations and marketing at firms like Universal Music and the Toronto International Film Festival to build the brand.

The company's core business revolves around creating and selling functional intimates, with a notable patent for its leakproof underwear technology that addresses both menstruation and incontinence. This product line is central to its brand, which has since expanded into wireless bras, activewear, shapewear, swimwear, and loungewear. Knix also developed a dedicated brand, Kt by Knix, to cater specifically to the needs of teens and tweens. The products feature multi-layered gussets with moisture-wicking, absorbent, and leak-resistant properties, designed to provide a comfortable and reusable alternative to disposable menstrual products. The business model is primarily direct-to-consumer (DTC) through its e-commerce platform, a strategic pivot made in 2016 after initially starting with a wholesale approach. This DTC focus is supplemented by a growing number of physical retail stores across North America and sales through Amazon.

A significant milestone occurred in July 2022, when the global hygiene and health company Essity acquired an 80% stake in Knix for US$320 million, valuing the company at US$400 million. Griffiths remained as President and retained the other 20% of the company. This acquisition followed a period of substantial growth, with reported net sales of CAD $133.6 million in 2021. The company’s marketing strategy emphasizes inclusivity and body positivity, often featuring real customers of diverse ages and sizes in its campaigns, a move that helped build a strong community around the brand.