Knix, a Canadian DTC intimates brand known for its leakproof underwear, is expanding into the U.S. with its first permanent store in NYC and a new fulfillment center in Ohio. This marks a targeted push to increase U.S. market share, backed by physical retail success in Canada and post-acquisition growth. Here's what you need to know:
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Knix opens its first permanent U.S. store in New York City’s Soho, a key customer base with strong brand awareness and high ecommerce penetration.
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A new Ohio facility enhances last-mile delivery, especially after U.S. tariffs sped up Knix’s expansion plans. It improves delivery speeds for U.S. customers and retail locations.
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After its $320 million sale to Essity in 2022, Knix reports double-digit growth, particularly in U.S. customer acquisition.
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Although 80% of sales come from DTC online, physical retail has proven powerful for Knix, delivering a 40% in-store conversion rate.
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The NYC store launch includes events, influencer shopping nights, and a Kristen Bell campaign, aimed at driving community connection and brand engagement.
The Growth & Success of the Brand Knix
We used the proprietary Charm Growth Score and Charm Success Score to dive into the growth and success of Knix.
The Charm Growth Score (0–100) tracks how quickly a brand is scaling compared to its peers, while the Charm Success Score (0–100) measures overall performance and market strength. These multidimensional scores can be viewed on a percentile basis to show that a brand is growing X% faster or is X% more successful than the other brands in the same product category.
Knix
Charm Growth Score: 80.93
Charm Success Score: 99.50
Fastest-Growing Channel: Facebook (151K to 154K likes in 12mo)
Audience Demographic Skew: Female, age 25-34
Knix redefines intimates with leak-proof underwear, wireless bras, and body-inclusive designs. Blending innovation with comfort, the brand empowers you to feel confident and at ease in your own skin.
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