Knix Wear is a direct-to-consumer intimate apparel company renowned for its innovative and comfortable underwear, bras, activewear, and loungewear. Founded in 2013 by Joanna Griffiths, Knix's mission is to empower people to live unapologetically free by creating products that cater to real bodies and diverse needs. The brand is particularly celebrated for its patented leakproof technology in period underwear, its commitment to size inclusivity, and its body-positive marketing. In 2022, Essity, a global hygiene and health company, acquired a majority stake (80%) in Knix, supporting its continued growth and expansion.
The Toronto headquarters serves as the central command for Knix Wear's global operations, including product design and development, marketing strategy, e-commerce management, customer experience, and corporate administration.
Located in a modern office building in downtown Toronto, the headquarters likely features an open, collaborative workspace designed to inspire creativity and reflect the brand's innovative and inclusive ethos. Specific architectural details are not publicly emphasized.
Knix fosters a dynamic, inclusive, and mission-driven work culture. Employees are encouraged to be innovative and are passionate about the brand's commitment to body positivity, comfort, and empowering its customers. The culture is often described as collaborative and fast-paced, typical of a successful direct-to-consumer brand.
The Toronto headquarters is significant as it's the birthplace of the Knix brand and the nerve center for its rapid growth and international e-commerce operations. It symbolizes the company's Canadian roots and its impact on the global intimate apparel market.
Knix Wear primarily serves customers in Canada and the United States through its robust e-commerce platform and a growing network of retail stores in these countries. While its corporate operations are centralized in Toronto, its products are shipped to a broad customer base across North America. Global functions are supported through its online retail channels, international shipping capabilities, digital marketing campaigns, and customer service operations designed to cater to its North American market with potential for future expansion into other regions.
60 Adelaide St E #800
Toronto
Ontario
Canada
Address: Knix operates multiple retail stores in major cities across Canada and the United States (e.g., Vancouver, BC; Calgary, AB; Santa Monica, CA).
To increase brand visibility, provide tangible customer experiences, facilitate easier product access and returns, and build community in key metropolitan markets.
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As of April 2025, Knix' leadership includes:
Knix has been backed by several prominent investors over the years, including:
In the past year, Knix Wear has focused on strengthening its leadership team, particularly in marketing, to support its growth trajectory following its acquisition by Essity. This includes strategic hires to enhance brand presence and market reach.
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Knix Wear likely uses standard corporate email formats. Based on common patterns and available information, a primary format is [first_initial][last_name]@[company_domain]. The company domain is knix.com.
[first_initial][last]@knix.com
Format
jgriffiths@knix.com
Example
75%
Success rate
Fashion Network • December 5, 2023
Intimate apparel brand Knix announced on Tuesday the appointment of Michelle Wahler as its new chief marketing officer. Wahler, co-founder of clothing brand Lunya, will leverage her extensive experience in brand building and strategic marketing to drive Knix's next phase of growth....more
Retail Insider • November 14, 2023
Direct-to-consumer intimates brand Knix has opened its 8th Canadian retail store location at the Halifax Shopping Centre in Halifax, Nova Scotia. The company continues to expand its physical retail footprint alongside its strong e-commerce presence....more
PR Newswire • July 7, 2022
Essity, a leading global hygiene and health company, announced its agreement to acquire 80% of the shares in Knix Wear Inc., a leading provider of leakproof apparel for periods and incontinence. This strategic acquisition aims to strengthen Essity's presence in the fast-growing market for intimate apparel....more
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