Knix Wear Inc.

Based in Canada, Knix Wear Inc. operates as a retailer specializing in innovative intimate apparel, focusing on comfort and functionality for women's everyday and specialized needs. Knix Wear Inc. is a Canadian company that designs and sells intimate apparel, founded in 2012 in Toronto.

The company was founded by Joanna Griffiths, who has a history of entrepreneurship. In July 2022, Knix secured SEK 3. 3 billion in a TRADE SALE, with Essity acquiring an 80% majority stake. Joanna Griffiths retained 20% ownership, and this acquisition positions Knix to strengthen its market presence in leakproof apparel globally.

Notably, Knix has completed a total of 4 deals, with the most recent being in July 2022. Knix specializes in comfortable and innovative intimate apparel, primarily focusing on wireless bras and leakproof underwear designed for various needs. Their core product offerings include a range of bras, such as the WingWoman Contour Bra and the Revolution V-Neck Bra, alongside their signature leakproof underwear catering to various absorbency levels. The products are engineered with advanced fabrics that provide support, comfort, and functionality, addressing common issues such as leaks and discomfort.

Knix products are marketed towards a diverse customer base, including women of all ages, and are available through a strong online presence across North America and parts of Europe. Knix generates revenue through direct-to-consumer sales via their e-commerce platform. Their pricing structure includes individual purchases of flagship products, such as bras and leakproof underwear, complemented by promotional offerings like bundled discounts for bulk purchases. The company emphasizes seasonal promotions and best-seller highlights to drive sales, aligning their business model with contemporary consumer preferences for online shopping and personalized experiences.

Following the TRADE SALE to Essity, which was completed in September 2022, Knix aims to leverage this investment to enhance product development and expansion efforts. The acquisition values Knix at approximately SEK 4. 1 billion and will aid Essity in establishing leadership in the leakproof apparel market. Knix plans to explore new product lines and innovate existing offerings to cater to an expanding customer base, while also focusing on entering additional markets beyond North America and Europe to diversify its geographic reach.