Knix Accelerates Retail Growth With New Stores and Partnerships

Knix will have 19 stores across Canada and US by end of 2025

Courtesy of Knix

Knix’s evolution over the past decade reflects a broader shift happening across the intimates and period-care industry. What began as a digitally native brand with a community-led approach has grown into an omnichannel business that blends experiential retail, product innovation, and an emotional connection with customers. Knix saw significant momentum throughout the 2010s and during the pandemic, but from the company’s perspective, e-commerce was never meant to be the whole story. In-person activations, from confidence tours to community photo shoots, have always been embedded in the brand’s DNA.

As retail reopened and customers returned to physical spaces, Knix began reassessing how its audience wanted to shop. Chief Commercial Officer Nicole Tapscott says the answer was clear: “When we looked at our community, we asked them what they wanted, and it was stores. So, the customer was asking for, and really loves, that in-store experience, and we want to meet her where she’s most comfortable shopping. So that really was the catalyst towards making retail a tenet of our commercial strategy going forward.” That customer feedback, paired with category dynamics, pushed Knix deeper into physical retail.

Periods, postpartum recovery, apparel fit, and leakproof innovation are categories where education and trust are essential. Many consumers still want to feel fabrics, understand absorbency levels, or try on bras for support and comfort. Knix has also played a significant role in normalizing period underwear, now one of the fastest-growing categories in women’s health. According to Global Market Insights, the global market for reusable period underwear is projected to surpass $391 million by 2034, up from $271M this year, a surge driven by sustainability, comfort, and a shift away from disposable pads and tampons. As customers increasingly adopt reusable products, major brands have followed. Skims sells leakproof underwear (and is opening retail stores), Victoria’s Secret has introduced leakproof options, and retailers are carving out more shelf space for the category.

Knix’s U.S. momentum has accelerated in parallel. The company opened its first New York City store this past summer and recently entered its first U.S. wholesale partnership with Bloomingdale’s, both online and through a pop-in at the retailer’s flagship on Lexington Avenue. The partnership introduces Knix’s core intimates and swim categories to a broader American audience while strengthening the brand’s long-term omnichannel strategy.

Knix’s Retail Push

Knix is now entering one of its most significant retail expansions to date, with a wave of new stores planned across Canada. By the end of the year, the brand will grow to 19 stores; a bold move during the busiest shopping period of the year, but one that aligns with how Knix approaches real estate. In November, the brand opened at Markville in Markham, north of Toronto, and the rest of the holiday season will see openings at the Toronto Eaton Centre; Guildford Town Centre in Surrey, outside of Vancouver; and CF Chinook Centre in Calgary. Each location reflects careful consideration of customer demand, foot traffic, and market potential.

This momentum will continue immediately into early 2026, when Knix expands into Masonville Place in London, Devonshire Mall in Windsor, Conestoga Mall in Waterloo, the Halifax Shopping Centre, the Shops at Don Mills in Toronto, and Mapleview Centre in Burlington. The geographic spread of these stores demonstrates Knix’s strategy to reach both established strongholds and underserved pockets of the Canadian market. Tapscott says the company is selective about timing but will always prioritize getting the experience right. “We’re going to wait for the right location in the right place where the customer will want to shop. So, if that means that we open in the back half of Q4, that’s what we’ll do to meet her where she is.”

This new generation of stores looks different from Knix’s earlier showroom-style locations. As the product assortment grew from leakproof underwear into bras, swim, lounge, and apparel, the brand redesigned its store model to support self-service discovery while preserving intimate one-on-one support for customers navigating postpartum changes, perimenopause, or first-period conversations with their teens. The revised design prioritizes accessibility with sizes and colors available directly on the floor, while still giving customers the option of curated fittings and support from trained associates.

Knix has also deepened its community mission. New stores often launch with local partnerships; bakeries, cafés, or artisanal treat makers, which help anchor each location within its neighborhood. Many have also become hubs for Knix Teen (KT) events, including first-period kit–building workshops, back-to-school programming, and other educational activations designed to normalize conversations around periods. Tapscott says these gatherings “are really awesome… and the stores are just great places at which to host them.” This programming remains one of the brand’s defining differentiators in the category.

Crucially, retail has also become a clear growth engine. Tapscott notes that the company’s highest-lifetime-value customer engages through both channels: she may receive her first fitting in-store, return online to purchase new colors or absorbencies, and later revisit the store for a KT event or seasonal launch. Retail, therefore, strengthens both in-store performance and surrounding digital markets.

Knix’s Forward Vision

Looking ahead to 2026 and beyond, Knix is focused on expanding its omnichannel presence across North America while continuing to broaden its product offering. The brand’s U.S. strategy is measured but deliberate. With a successful New York City store now established and a new wholesale partnership with Bloomingdale’s gaining traction, the company is planning to open additional U.S. stores in the back half of 2026. Tapscott describes the United States as a significant priority, noting that Knix is exploring markets across the country with a focus on the Northeast. The team is selective and prioritizing locations that reflect the brand’s values and long-term growth plan.

“The Knix team spent a ton of upfront time to deeply understand who their customer is, who they would like it to be, and what both of those groups are looking for,” stated Kate Camenzuli, vice president at CBRE and Knix’s real estate representative, adding that the real estate team “spends countless hours making sure it’s ‘ right’. That’s not just the specific location itself, but the entire ecosystem with the customer being the focal point.”

Knix’s expansion mirrors a broader trend of Canadian retailers growing their U.S. footprint. Brands like Kotn, Mejuri, and even digital-first players from other categories have demonstrated the importance of physical stores in building community, loyalty, and repeat purchasing behavior. Knix is part of that movement, but with the added advantage of leading the period underwear category that continues to capture global attention.

Product innovation remains central to the company’s future. The Knix Teen (KT) line continues to grow, supported by strong community feedback and in-store programming. Tapscott sees KT not just as a commercial opportunity but as a cultural one. “Often people say brands reflect culture, but I actually really believe that brands create culture,” she says, emphasizing the role Knix can play in normalizing conversations around periods for young people. The brand also continues to expand postpartum offerings, a category where many shoppers first discover Knix. As Tapscott notes, “postpartum is really difficult… and you should have things in your life that make that a little bit easier for you.”

For Knix, the next era is defined by balance: continuing to grow in Canada, expanding selectively in the United States, and developing products that support customers across every life stage. “This evolution from a pureplay e-commerce business into a… retail leader is a really exciting one,” Tapscott says. “We’re really focused and ambitious on turning into a true omnichannel brand… and it’s just a very exciting time to be a part of the business.”