Knix Wear Goes From Niche to Mainstream with Knix.com Upgrade

Joanna Griffiths launched Knix Wear in 2013 as she became aware of a need in the market for underwear that could handle “little leaks.” The domain name the business officially launched in – KnixWear.com – was registered on the 21st August 2012, giving an idea of how long it took to conceptualize the idea. It is interesting to note that as many entrepreneurs do, Joanna seems to have toyed with brand names, given the early domain registrations you can find along with KnixWear.com. She had registered FitKnix.com, AthleticIntimates.com as well as SeamlessThongs.com.

Similar to the majority of established brands and women-led brands in particular, Knix Wear eventually invested in its exact brand match domain, dropping the descriptive and limiting « wear » from its name and domain name with an upgrade to Knix.com. According to Whois records, it looks like the upgrade happened somewhere in May 2022. In September 2022, Essity acquired 80% of the shares in Knix for $320 million USD, making it the largest exit by a female founder in Canadian history.