Knix Wear
Knix Wear is a Toronto-based direct-to-consumer intimates and apparel brand, founded in 2013, that sells proprietary leakproof underwear, bras, swimwear, activewear, and shapewear to women, teens, and (via MNTD) men across DTC e-commerce, owned retail, and wholesale channels including Target.
- Company typePrivate
- Founded2013
- HeadquartersToronto, Canada
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Knix Wear does
Knix Wear is a Toronto-based direct-to-consumer intimates and apparel brand founded in 2013 by Joanna Griffiths that built its initial business around proprietary leakproof underwear featuring built-in absorbent liners with graded absorbency tiers from Essential (no absorbency) to Ultra (equivalent to 7-11 super tampons). The product platform has since been extended into bras, swimwear, activewear, sleepwear, shapewear, and thigh-saver shorts, with multiple branded fabric technologies (MNTD Mint Condition, SculptRib, Thigh Saver, CloudCut) and sub-brands targeting adjacent customer cohorts: KT by Knix for teens and MNTD for men's essentials launched in November 2025.
The company operates a hybrid distribution model: DTC e-commerce at knix.com serves as the primary channel and has driven over $1 billion in cumulative direct-to-consumer sales as of June 2026, supplemented by 15 owned retail locations across Canada plus one in New York, and a wholesale pillar that expanded rapidly in 2026 with the KT by Knix children's line launching in 350+ Target stores in the United States. Wholesale sales in North America grew 90% year-over-year. Pricing is unit-based across product categories (underwear $22-$48, bras $68-$78, swimwear up to $140) with bundle discounts of 15% at 3+ pairs and 20% at 5+ pairs, a 30-day risk-free first pair, and a recurring Club Knix points-and-rewards loyalty program.
Knix is privately held; Swedish hygiene and health company Essity acquired a significant stake in 2022, bringing category expertise (notably in men's incontinence that informed the MNTD launch) and global distribution scale, while the company raised a ~$53M minority growth equity round led by TZP Group in May 2021 after crossing $100M in revenue. Headcount is reported at 51-100 employees, signaling a digitally native operation with concentrated HQ functions and outsourced or contracted retail staffing.
Knix Wear firmographics
Firmographics- Name
- Knix Wear
- Legal name
- Knix Wear
- Website
- https://knix.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Knix Wear is a Toronto-based direct-to-consumer intimates and apparel brand, founded in 2013, that sells proprietary leakproof underwear, bras, swimwear, activewear, and shapewear to women, teens, and (via MNTD) men across DTC e-commerce, owned retail, and wholesale channels including Target.
- Ownership category
- akta.pro rank
Knix Wear industry classification
Industry- Product category
- Women's Intimate Apparel
- NAICS
- Clothing and Clothing Accessories Retailers (45811), Health and Personal Care Retailers (456)
- SIC
- Retail-Women's Clothing Stores (5621)
- akta.pro primary industry
- Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF)
- akta.pro secondary industries
- Panties & Briefs (CRAAAIAB), Bras & Bralettes (CRAAAIAA), Intimates, Lingerie & Sleepwear Retail (CRAAABAF)
Keywords
Where Knix Wear is headquartered
LocationHeadquarters
- HQ city
- Toronto
- HQ country
- Canada
- HQ region
- North America
Offices16 records
Markets served
Knix Wear business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Marketing or Sales, Personnel, Supply Chain, Technology or R&D, Infrastructure
Revenue model
- Direct-to-Consumer Product Sales: Primary revenue stream through knix.com e-commerce platform. Products include leakproof underwear, bras, swimwear, activewear, sleepwear, shapewear, and accessories. The company has surpassed $1 billion in direct-to-consumer sales to date.
- Wholesale Distribution: Revenue from wholesale partnerships including Target (350+ stores), with 90% year-over-year wholesale sales growth in North America.
- Retail Store Sales: Revenue from company-owned retail locations across Canada and New York, including flagship stores in Toronto (Queen West, Sherway Gardens, Toronto Premium Outlets), Vancouver (West Fourth, Robson), Ottawa (Rideau Centre, Westboro), Calgary (Mission, Market Mall), Edmonton (Southgate Centre, West Edmonton Mall), Winnipeg (Polo Park), Mississauga (Square One), and New York.
- Rewards/Referral Program: Club Knix rewards program where customers earn points on purchases that can be redeemed for free products, driving customer retention and lifetime value.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Buy 3+ Pairs - 15% discount |
| Unit Pricing | Pay-as-you-go | Buy 5+ Pairs - 20% discount |
| Unit Pricing | Pay-as-you-go | Individual Product Pricing |
| Other | Pay-as-you-go | Student Discount |
| Subscription | Monthly | Club Knix Rewards |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels13 records
Knix Wear product offering
Product offeringCore offering
Knix is a direct-to-consumer intimates brand that designs, manufactures and sells women's underwear, bras, swimwear, activewear, sleepwear, shapewear and accessories featuring proprietary leakproof and performance fabric technology. The company operates primarily through its knix.com e-commerce platform, supported by 15 owned retail stores in Canada and New York, and has expanded into wholesale through Target (350+ U.S. stores). Sub-brands KT by Knix (teen period products) and MNTD (men's essentials) extend the line into adjacent demographics.
Product overview
Knix Wear is a direct-to-consumer intimates brand offering a comprehensive portfolio of leakproof and everyday underwear, bras, swimwear, activewear, sleepwear, and shapewear. The core product line centers on leakproof underwear with multiple absorbency levels (Ultra, Heavy, Moderate, Light) for period protection, bladder leaks, sweat, and discharge. The brand has expanded into sub-brands including KT by Knix for teenagers and MNTD for men's essentials. Key product lines include the Dream Series for overnight protection, SculptRib and Cashmere Luxe for apparel, and Thigh Saver shorts for anti-chafing. The company operates primarily through DTC channels with significant wholesale expansion into Target and other retail partners.
Differentiator
Problem solved
Functional benefit
Brands
- MNTD: Men's essentials brand offering underwear, shirts, and socks with performance fabrics and functional designs.
- KT by Knix
Products and services
- Leakproof Underwear Knix's flagship product line featuring built-in absorbent liners that protect from periods, bladder leaks, sweat, and discharge, with Ultra tier absorbing 7-11 super tampons' worth of liquid. Available in five absorbency levels and multiple styles for daily, athletic, overnight and teen use.
- Bras Wireless and supportive bra assortment including V-Neck, Scoop, Bralettes, T-Shirt Bras, Sports Bras, Maternity & Nursing Bras, and Surgical Recovery Bras, priced $68–$78.
- Swimwear Swimwear collection including one-pieces, bikini tops and bottoms, in both leakproof and standard styles, featuring UPF 50+ fabric protection, priced $58–$140.
- Activewear Functional activewear including sports bras, leggings, tops, shorts, and jackets designed for workouts and everyday movement, using CloudCut lightweight and stretch fabric technology, priced $50–$88.
- Sleepwear Sleep and lounge wear including pajamas, nighties, robes, and sleep sets made from soft fabrics for comfort.
- Thigh Saver Shorts Anti-chafing shorts available in 4", 6" and 10" lengths, with cooling fabric and optional leakproof protection, designed to prevent thigh rubbing under skirts and dresses. Trusted by 570,000+ people.
- Shapewear Customizable shapewear line including bodysuits, shorts, briefs, and tanks with gentle contouring and compression features, including leakproof options.
- MNTD Men's Wear Men's essentials line launched November 2025 in Toronto, offering underwear, t-shirts and socks with EverDry moisture control and ActivTemp temperature regulation technologies.
- Dream Series — Overnight Leakproof Overnight leakproof protection line with Dream Shorts and Dream Boxers designed for maximum-absorbency overnight period protection.
- Underwear Kits & Packs Curated underwear kits such as Full Cycle Kits, Heavy Flow Kits, and 24/7 Leakproof Kits combining multiple absorbencies for complete period coverage, sold with bundle pricing (15% off 3+ pairs, 20% off 5+ pairs).
Quantifiable outcome
- Surpassed $1 billion in direct-to-consumer sales
- +3 more outcomes
Companies that use Knix Wear
Customer profileNamed customers1 record
Segments5 records
Ideal customer profiles5 records
Knix Wear technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Knix Wear partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered strategic, minor, flagship, supporting and core.
- Optimum RetailingstrategicOptimum Retailing provides an in-store optimization platform that Knix is using to support 19 planned store openings in 2026, implementing self-optimizing stores that continuously learn from performance data.
- StackAdaptminorKnix participated in StackAdapt's Innovation Forum 2025 as a featured brand, exploring how adaptability, creativity, and data are redefining innovation in marketing.
- Kristen BellflagshipActress Kristen Bell collaborated on the 'You're Good' campaign for Knix, designed to build brand awareness and emotional connection with customers.
- Megan RapinoeflagshipFormer Olympic soccer player Megan Rapinoe starred in Knix's 'Sport Your Period' campaign to raise awareness about how menstrual cycles affect female athletes and teens in sports.
- Level AccesssupportingLevel Access provides digital accessibility platform and expertise to help Knix achieve WCAG 2.2 compliance and ADA accessibility standards for their digital properties.
- Canadian Athletes Now (CAN Fund)supportingPartnership with Canadian Athletes Now's CAN Fund #150Women initiative to source data and insights for the 'Sport Your Period' campaign, including statistics on teens dropping out of sports due to periods.
- AeroplansupportingKnix products are available through Aeroplan's eStore platform, allowing members to earn points on purchases.
- Knix FundcoreKnix Fund is a philanthropy initiative partnered with Docs for Change, a collaboration with Catalyst and Everywoman Studios, producing documentaries on women's health issues including 'The Pink Pill' documentary.
Scale indicators8 records
Recent moves9 records
Expansion highlights6 records
Knix Wear competitors and assessment
Company assessmentDirect peers
- TomboyX: TomboyX is a DTC intimates and apparel brand specializing in gender-inclusive underwear, overlapping with Knix on leakproof/active intimates and competing for similar mission-driven female consumers.
- ThirdLove: ThirdLove is a digitally-native intimates and bra brand with proprietary half-cup sizing technology, directly competing with Knix for women shopping wireless bras and underwear online.
- Cuup: Cuup is a premium DTC intimates brand focused on minimalist bras and underwear, overlapping with Knix's wireless bra and shapewear categories for a similar affluent female demographic.
- Thinx: Thinx is a direct competitor in the leakproof/period underwear category, pioneering absorbent underwear technology and competing with Knix on the same functional proposition and customer.
- MeUndies: MeUndies is a subscription-based DTC basics and underwear brand with similar direct-to-consumer model, comfort-led positioning, and bundle-pricing tactics that compete for the same everyday underwear buyer.
- Parade: Parade is a venture-backed DTC intimates and underwear brand targeting Gen Z and millennial women with colorful, sustainable basics — directly competing with Knix in the same channel, customer, and product category.
Broad incumbents
- Victoria's Secret: Victoria's Secret is the dominant mass-market intimates retailer in North America, competing broadly with Knix across bras, underwear, and sleepwear but as a much larger multi-channel incumbent.
- Calvin Klein (PVH): Calvin Klein is a global intimates and underwear brand under PVH, competing broadly with Knix across basics and wireless bras with far greater wholesale and international distribution.
- Hanesbrands: Hanesbrands is a mass-market basics and intimates manufacturer/brand owner, competing with Knix at the value-tier end through Champion, Hanes, and Bonds and representing a potential wholesale/B2B threat.
- Aerie (American Eagle): Aerie is American Eagle's intimates and loungewear sub-brand competing with Knix's wireless bras, underwear, and loungewear lines through both retail and digital channels at scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Knix Wear social profiles
Digital presenceKnix Wear compliance and trust
Trust signalCompliance2 records
Knix Wear financial estimates
Financial estimateRevenue estimate
Valuation estimate
Knix Wear leadership team
Management profileNumber of profiles
Profiles5 records
Knix Wear subsidiaries and ownership
Company hierarchySubsidiaries2 records
Knix Wear funding detail
Funding detailFunding overview
Funding rounds7 records
Investors8 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Knix Wear M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Knix Wear
What does Knix Wear do?
Knix is a direct-to-consumer intimates brand that designs, manufactures and sells women's underwear, bras, swimwear, activewear, sleepwear, shapewear and accessories featuring proprietary leakproof and performance fabric technology. The company operates primarily through its knix.com e-commerce platform, supported by 15 owned retail stores in Canada and New York, and has expanded into wholesale through Target (350+ U.S. stores). Sub-brands KT by Knix (teen period products) and MNTD (men's essentials) extend the line into adjacent demographics.
Is Knix Wear a public or private company?
Knix Wear is a private company. It is classified as corporate owned and is currently operating.
When was Knix Wear founded?
Knix Wear was founded in 2013. It employs 51 to 100 people.
Where is Knix Wear based?
Knix Wear is headquartered in Toronto, Canada, in the North America region.
How does Knix Wear make money?
Four revenue lines are on record. Direct-to-Consumer Product Sales are the primary driver. The others are wholesale Distribution, retail Store Sales and rewards/Referral Program.
Who are Knix Wear's main competitors?
Direct peers on record are TomboyX, ThirdLove, Cuup, Thinx, MeUndies and Parade. Broad incumbents are Victoria's Secret, Calvin Klein (PVH), Hanesbrands and Aerie (American Eagle).
Does Knix Wear have an API?
No public API is recorded for Knix Wear.
What industry is Knix Wear in?
Knix Wear's product category is Women's Intimate Apparel. Its primary akta.pro industry code is CRAAAAAF, Intimates, Lingerie, Swimwear & Sleepwear Brands, with a secondary code of CRAAAIAB, Panties & Briefs. Its NAICS code is 45811 and its SIC code is 5621.