Knix
Essity · Canada
Knix is a Canadian intimate apparel brand founded in Toronto in 2013 by Joanna Griffiths. It makes leakproof underwear for periods and incontinence and is majority owned by the Swedish hygiene group Essity.
| Founded | 2013, Toronto |
|---|---|
| Founder | Joanna Griffiths |
| Majority owner | Essity (80 per cent since 2022) |
| Teen line | Kt by Knix |
| Website | knix.com |
What is Knix?
Knix is an intimate apparel company from Toronto, Canada, best known for leakproof underwear designed for periods and light incontinence. It was founded in 2013 by Joanna Griffiths, who led the business as chief executive.
History
In July 2022 the Swedish hygiene and health company Essity agreed to acquire 80 per cent of Knix Wear Inc. Griffiths kept the remaining 20 per cent and stayed on as president. The deal positioned Essity as a leading player in leakproof apparel.
Products and positioning
Alongside its leakproof underwear, Knix offers a broad range of intimate apparel. Its teen line, Kt by Knix, is aimed at younger customers starting their periods. The brand presents its products as reusable, comfortable alternatives to disposable period and incontinence products.
Distribution
Knix sells mainly direct to consumers online, supplemented by a small number of its own retail stores, and has a strong customer base in both Canada and the United States.
Why it matters
Knix is one of the brands that turned leakproof underwear into a mainstream category, and its acquisition by Essity shows how established hygiene groups are moving into reusable apparel through direct-to-consumer brands.
Frequently asked questions
Who owns Knix?
The Swedish hygiene company Essity agreed to buy 80 per cent of Knix in 2022, with founder Joanna Griffiths keeping the remaining 20 per cent.
Where is Knix from?
Knix is a Canadian brand founded in Toronto in 2013.