KNIX
Knix is an inclusive direct-to-consumer intimates brand for women and teens. Initially founded and bootstrapped by Joanna Griffiths as a wholesale model, the startup went all digital and DTC in 2016. By focusing on go-to essentials, authentic marketing and product development to solve real-life issues, the inclusive brand is globally recognized as an innovator and disrupter within the apparel space. In 2022, three years since the initital investment, Knix was acquired by global hygiene and health company Essity.
Created by women for women of all kinds of sizes, shapes and ages
FOUNDED
2013, TorontoEXIT
Jul 2022 (acquired by Essity)CATEGORY
DTCFOUNDER
Joanna Griffiths
“We believe our products really do look beautiful on all body types, and we thought the best way to highlight this was to show how real women wore them. And, surprisingly, customers seemed to gravitate towards us because we were grittier and less polished than other brands. That’s when we realized that there was something more powerful going on than underwear: This brand could be part of a movement.”
“We want to inspire all women to live unapologetically free. So many of our innovations have come directly out of customer experiences. This approach means that we are never entirely sure what’s next for Knix, but that’s okay: We are excited about the adventure ahead.”
Joanna Griffiths, Knix founder/CEO
“We believe our products really do look beautiful on all body types, and we thought the best way to highlight this was to show how real women wore them. And, surprisingly, customers seemed to gravitate towards us because we were grittier and less polished than other brands. That’s when we realized that there was something more powerful going on than underwear: This brand could be part of a movement.”
“We want to inspire all women to live unapologetically free. So many of our innovations have come directly out of customer experiences. This approach means that we are never entirely sure what’s next for Knix, but that’s okay: We are excited about the adventure ahead.”
Joanna Griffiths, Knix founder/CEO
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https://actoncapital.com/wp-content/uploads/2019/09/Knix.jpg
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https://knix.com/
https://www.facebook.com/KnixWear/
https://twitter.com/knixwear
https://www.instagram.com/knixwear
https://www.linkedin.com/company/knix-wear/
