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09/16/2021

Canadian intimates brand Knix to open stores in the U.S.

Marianne Wilson
Editor-in-Chief
Marianne Wilson profile picture
The Canadian DTC intimates brand Knix is opening three stores in California.

Knix is set to open its first locations in the United States.

The digitally native, inclusive intimates brand is opening three stores in California. The locations include Main Street, Santa Monica; Westfield UTC, San Diego; and Fillmore Street, San Francisco. Each of the stores will have a different retail format, according to a report by Glossy. The Santa Monica store, for instance, is 2,500 sq. ft. with an additional 2,500 sq. ft. of outdoor space for community events. The San Diego store is 3,000 sq. ft. and puts more emphasis on experiential components, the report said.

Knix was founded in 2013 by Joanna Griffiths, who serves as CEO.  Since its inception, the brand has been size-inclusive, offering sizes XS-XXXXL, and has focused on using real customers of all shapes, sizes and ages on its website, ad campaigns and social media. The company’s most famous product remains its original leak-proof underwear, of which it sells some two million pairs annually. But its lineup has expanded dramatically over the years. Knix has also leveraged its patented technology to expand its leakproof offering into other categories, including swimwear, sleepwear, and nursing.

In June, Knix closed on a $50-million Series B funding round.  The round was led by New York-based private equity firm TZP Group, with participation from existing investors, including Acton Capital, Model and entrepreneur Ashley Graham also participated as a new investor. Knix said new funding will support product innovation and expanding its North American retail fleet. (Knix currently has two stores, in Toronto and Vancouver.)

“We believe Knix is an authentic and innovative brand that is disrupting the women's intimate apparel landscape,” said Erin Edwards, TZP partner. “As pioneers in inclusivity and body positivity, and with an expanding portfolio of high-quality products, the brand has amassed a large and growing community of engaged and loyal consumers. As a digitally-first brand, Knix is well-positioned to seize the opportunity for continued growth, and we are thrilled to be partnering with Joanna and the team. TZP is committed to supporting female founders and management teams, and we are proud to add Knix to the TZP portfolio."