Knix Wear Goes From Niche to Mainstream with 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 – – 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 She had registered, as well as

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 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.

Old domain
Restrictive, Product Expansion, Limiting Growth, Market Positioning Issues
New domain