Women’s underwear brand Knix opens the drawer to men

Joanna Griffiths, CEO of Knix Wear, joins BNN Bloomberg to discuss the company launching a new men's line and their strategy to break into the menswear market.

Men can now buy their underwear at Knix too.

The Toronto-based women’s lingerie company, known for its leakproof underwear, launched its men’s line earlier this week. Now it carries underwear, socks and shirts made of sweat blocking material for men.

The company’s founder, Joanna Griffiths, told BNN Bloomberg that the move was years in the making.

She said since the company launched in 2013, men and women have been asking for a men’s line on behalf of their partners.

“It really was a matter of time before we took the leap,” said Griffiths, who believes the company already has a solid footing in the market with its female customer base.

Griffiths said the company’s research showed that 72 per cent of underwear purchases are made by women, who often buy underwear for their spouses.

“So we really feel like we already have the customer,” said Griffiths.

“Now we’re looking to them to really introduce and encourage their partners, the men in their lives to try Knix.”

What’s in it for the men?

A Pristine Pouch.

That’s what the new feature in the men’s underwear is called.

The new technology in the men’s line blocks moisture sweat from transferring outside.

“It’s not something we’ve ever even offered within our women’s line,” said Griffiths.

Nine figure revenue in Canada and U.S.

The company, which began with women’s underwear, quickly expanded to sleepwear, swimwear, shapewear and maternity wear over the years.

In 2022, Griffiths sold an 80 per cent stake in her company to Essity, a hygiene and health company for US$320 million.

While the company does not share its financial results, Griffiths said the company has nine figure revenue in both Canada and the U.S. and has experienced growth every year since its launch.

Last year, the company agreed to a US$1.4 million lawsuit settlement resolving claims that its products contained per- and polyfluoroalkyl substances – known as PFAS, that could lead to health problems.

The company did not admit to any wrongdoing.

More stores in the horizon

Griffiths said the goal is to open 10 new retail stores in North America in the new year, and also enter the wholesale market.

Knix currently has 19 stores with locations in Ontario, British Columbia, Alberta, Manitoba and New York. It also sells products online.

Griffiths said the company has already partnered with Holt Renfrew, launched their line in Bloomingdale’s in the U.S. and opened its first store in New York this year.

She said the company has no plans to go public.