Canadian intimate apparel brand Knix has officially re-opened its Ottawa store at CF Rideau Centre. The store, located at 50 Rideau Street in downtown Ottawa, re-opened to the public last week, introducing customers to a refreshed design and an updated shopping experience.
The CF Rideau Centre store reflects the design model recently implemented at Knix’s flagship store on Queen Street West in Toronto. This updated prototype combines an elevated store aesthetic with a new self-service retail model that changes how customers engage with Knix’s product offerings.
Self-Service Model Introduced
A major feature of the new Ottawa store is the adoption of a self-service shopping format. In this system, customers are able to browse merchandise on the sales floor, select items, and proceed to the fitting rooms independently. Store staff remain available for assistance but are not required to retrieve sizes or manage fitting room access.
The self-service model is designed to offer customers greater control over their shopping experience, allowing them to interact with products at their own pace. The model emphasizes convenience and autonomy, aligning with Knix’s broader brand positioning around empowerment and comfort.
Operational Changes Supporting the Model
The self-service approach also offers operational benefits. By enabling customers to select items directly, the store can serve more shoppers at one time, potentially improving sales floor efficiency and reducing wait times. The format simplifies inventory management and restocking processes, while optimizing staffing needs during operating hours.
The store layout features dedicated areas for core product categories, including specific display bars for bras, underwear, and activewear, as well as a designated section for the Kt by Knix line, which is focused on period underwear for teens.
Elevated Design Reflects Brand Maturation
The new store design introduces a more refined visual aesthetic compared to earlier store models. The updated interior features a warmer and more polished appearance, replacing some of the utilitarian design elements used in Knix’s earlier retail locations.
The Ottawa store also reflects Knix’s continued focus on inclusivity. Mannequins are displayed in a variety of body shapes and skin tones, consistent with the brand’s emphasis on body positivity and customer representation.
Part of Broader Retail Expansion
The CF Rideau Centre re-opening is part of Knix’s ongoing retail expansion. The company operates additional Canadian locations in the Greater Toronto Area, Vancouver, Calgary, Edmonton and Winnipeg.
The Queen Street West location in Toronto, which reopened last month with this updated format, has served as a test site for the brand’s revised store concept. Knix has indicated that this store serves as a prototype for future locations, informing decisions about store design and customer experience across the brand’s network.
Knix Brand Overview
Knix was founded in 2013 by Joanna Griffiths. The company originally focused on creating leakproof underwear, a category that helped establish Knix as a major player in the intimate apparel market.
Since its founding, Knix has expanded its product line to include wireless bras, swimwear, maternity wear, shapewear, sleepwear, loungewear, and activewear. Knix also introduced Kt by Knix, a sub-brand developed specifically for teens and tweens.
The company is known for marketing that features women of different ages, sizes, and backgrounds, supporting Knix’s ongoing focus on body positivity and representation.
Business Growth and Ownership
Knix began as a wholesale business, including partnerships with Hudson’s Bay. In 2016, the company shifted to a direct-to-consumer model, allowing greater control over its brand narrative and customer engagement.
In 2022, Knix entered into a majority acquisition agreement with Essity, a global health and hygiene company headquartered in Sweden. Essity acquired an 80% stake in Knix for US$320 million. Joanna Griffiths retained a minority ownership position following the transaction.
Knix has been recognized for its rapid growth. In 2020, Strategy magazine named Knix “Brand of the Year.” The company has also received industry recognition for innovation and leadership in women’s empowerment and sustainability.
CF Rideau Centre: A Key Location
CF Rideau Centre is a significant retail property in Knix’s national store network. The centre sits in the heart of Ottawa’s downtown core, close to Parliament Hill, the Rideau Canal, and the ByWard Market.
CF Rideau Centre is owned and operated by Cadillac Fairview. Following a major renovation and expansion completed in 2016, the centre offers approximately 180 stores and services, including retailers such as Simons, Harry Rosen, Anthropologie, Kate Spade New York, Tiffany & Co., and Zara.
The expansion added 550,000 square feet of retail space and incorporated design updates such as a four-level atrium, a central skylight, new quartz flooring, glass guardrails, and integration with Ottawa’s Light Rail Transit (LRT) system. The centre draws nearly 20 million visitors annually, making it the largest shopping mall in the National Capital Region as well as the busiest.
