Knix partners with Nordstrom, opens flagship
Oct 23, 2019
Canadian intimates brand Knix is kicking off its retail debut with the opening of its first standalone stores and a new partnership with Nordstrom.
The latest opening, which also marks the flagship retail store for the brand, opened in Toronto on Queen Street West, just a few blocks from its Toronto HQ, and has a focus on “redefining the change room experience for intimate apparel.”
Meanwhile, the second location opened earlier this month in Vancouver, on West 4th Street in Kitsilano.
The brand, which had its start in 2013, has also launched a nationwide partnership with Nordstrom this month. The full Knix assortment will be available at all seven Nordstrom locations across Canada, with a special branded pop-up moment designed for the Toronto Eaton Centre store.
Founded by Joanna Griffiths, the Toronto-based company has been working to change the way women shop for intimates and other first layer pieces with a brand image that’s a far cry from that of Victoria's Secret and other fantasy lingerie brands.
It placed No. 6 on the inaugural Report on Business ranking of Canada’s Top Growing Companies, a ranking of 400 Canadian companies on three-year revenue growth, earning its spot with a three-year revenue growth of 3,874 percent.
The brand is also known for using real women in its marketing with more than 1,000 Knix customers modelling for the brand since its inception.
In August, it launched The Life After Birth Project - a compelling photo exhibit of real and raw postpartum photography. The exhibit featured submissions from more than 250 women including celebrities such as Amy Schumer, Jemima Kirke, Jillian Harris and Christy Turlington. The traveling exhibit launched in New York followed by Toronto. It will make its way to nine cities this fall, including Los Angeles, Vancouver, Dallas and more.
Likewise, this month, Knix is rolling out another bold out-of-home advertising campaign, around 'Redefining Intimates' in Toronto, Vancouver, Calgary and Ottawa to correspond with Nordstrom locations.
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