Toronto-based Knix, known for revolutionizing intimate apparel with leakproof underwear and wire-free bras, has redesigned its Queen Street West flagship to better reflect the brand’s evolution. Originally one of the company’s first brick-and-mortar stores, the location now serves as a street-level flagship—what the company calls a “neighbourhood anchor”—blending immersive retail design with customer empowerment.
“We took a lot of learnings from our Yorkdale location and brought them into this space,” said Nicole Tapscott, Chief Commercial Officer at Knix, during a detailed in-store interview. “It was one of our first stores and still one of our favourites, so it felt right to refinish and reimagine it in a more meaningful way.”
Previously functioning like a showroom, the original design required customers to interact with staff to retrieve products. The new layout emphasizes accessibility and autonomy: nearly the entire assortment is now available on the floor. “Now the product is right at your fingertips,” Tapscott explained. “It’s much more self-shopping friendly, which customers love.”
Studio Collection and Product Innovation
The first display customers see upon entering the store features Knix’s newly launched Studio Collection—a blend of fashion-forward activewear and performance technology aimed at women moving from Pilates to coffee catch-ups with friends.
“This collection really bridges fashion and function,” Tapscott noted. “Our innovation-first mindset shows up here, from moisture-wicking and fast-drying fabrics to supportive bras for a wide range of cup sizes. It’s super chic but highly technical.”
Another standout product is the Sculpt Collection, including tops like the “Sculptor Tee”—a fitted t-shirt designed to be worn without a bra thanks to built-in support. “It’s like your everyday essential, elevated,” she said. A broader assortment of Sculpt pieces is set to launch soon, including bodysuits, dresses, and skirts.
The redesigned store also showcases Knix’s foray into wired bras. Known for their wireless, bonded designs, Knix recently introduced the Reflex Bra with a highly flexible carbon wire that offers structure without discomfort. “We spent 18 months developing this. It’s become one of our top products among new customers who still want the support of a wire,” said Tapscott.
Leakproof Technology at the Forefront
Knix made its name with leakproof underwear—a product that continues to be central to the store. Shoppers can now browse by silhouette, absorbency level, and colour without needing to ask for assistance.
“This heavy absorbency option, for example, holds the equivalent of six super tampons,” Tapscott shared while guiding a tactile demonstration of the gusset. “It’s virtually undetectable under clothes.” A newer ultra-thin version now rivals the capacity of earlier heavy absorbency styles, all with a lighter feel.
Dedicated sections also highlight Knix’s WingWoman Contour Bra, which comes in an impressive 99 sizes and features bonded seams for seamless wear, and a range of everyday underwear basics.
Embracing Inclusivity and Community
Knix’s commitment to body positivity and inclusivity is evident throughout the store. Mannequins reflect a range of body sizes and skin tones, and all models in marketing visuals—including those in the front windows—are real customers and community ambassadors.
“Jully Black, a longtime Knix fan, is featured. But most of the people you see in our campaigns were open-casted through social media,” Tapscott explained. “It’s really about showcasing the beauty of our community.”
This same spirit extends to product lines for teens through Kt by Knix, which includes leakproof swimwear and underwear. “We’ve heard from parents who say this product keeps their daughters in the pool and doing the sports they love without anxiety,” said Tapscott. Kt now offers teen swim shorts and tankinis, supporting modesty and confidence.
Swimwear, Shapewear, and Seasonal Staples
With summer approaching, the renovated space prominently features swimwear, including leakproof and non-leakproof options. “We have everything from sporty two-pieces to elegant shimmer styles launching in late May,” Tapscott shared, referencing an upcoming “Swim Drop #3” that will feature members of the Knix community.
Also featured is the popular Thigh Saver collection—lightweight, breathable shorts designed to prevent thigh chafing and heat discomfort. “It’s scientifically proven to lower skin temperature by three degrees,” Tapscott noted.
Rounding out the store’s offerings are shapewear essentials. “This wall walks you through the ‘ultimate wardrobe’: the perfect tank, bodysuit, thong, and slip,” she explained. “You can mix and match solutions based on your needs and colour preferences.”
Five New Stores Coming in 2025
In a significant move for the brand, Knix is expanding its brick-and-mortar presence with five new standalone stores opening across Canada by the end of the year.
“We’ll have 18 stores total, up from 13 today,” Tapscott confirmed. “You’ll see us soon at Square One in Mississauga, a renovated store reopening at the CF Rideau Centre in Ottawa, a new location at Calgary’s CF Chinook Centre, and more.” (West Edmonton Mall was confirmed to be under construction as well).
The expansion reflects Knix’s confidence in retail as both a revenue stream and an avenue for deeper customer engagement. “Retail is incredibly important to us. It allows us to connect with our community in a real way and drive omnichannel growth,” she said.
Tapscott pointed out that customers who shop both online and in-store—what the brand calls “omni shoppers”—tend to have significantly higher lifetime value. “When she visits a store, has a great experience, and then shops online, we see that halo effect across the region.”
D2C Reimagined
Knix’s direct-to-consumer approach has evolved from being primarily digital to becoming location-fluid. “For us, D2C now means ‘direct to where the consumer wants us to be,’” said Tapscott. “If that’s online, great. If that’s in-store—whether Queen West, Yorkdale, or Chinook—we want to meet her where she is.”
The flagship renovation is a physical embodiment of that philosophy: warm, neutral tones, intimate design features like curved arches, large dressing rooms including accessible options, and abundant natural light from skylights.
“We want this to feel like a place you can linger, learn, and feel comfortable,” Tapscott added.
A Brand That Keeps Innovating
From its early days to becoming a direct-to-consumer powerhouse, Knix continues to evolve with the needs of modern women. With its eye on innovation, inclusivity, and expanded retail, the brand shows no signs of slowing down.
Upcoming product launches include the continued rollout of the Sculpt Collection, the shimmer swimwear drop in late May, and the unveiling of more inclusive sizing across its categories.
For Tapscott and the Knix team, the Queen Street West renovation represents more than a new floor plan—it’s a statement of purpose. “This store tells the story of where we came from, where we are, and where we’re headed next.”
