Canadian intimates and apparel brand Knix has taken a major step in its international growth strategy by opening its first permanent U.S. store in New York City. Located at 242 Lafayette Street at the corner of Grand Street, the 1,400-square-foot space officially soft-opened last week, and signals the beginning of a long-term physical retail presence south of the border.
The move comes as Knix, which operates 14 stores across Canada, positions itself to grow its reach across North America. “Opening in SoHo gives Knix a meaningful physical presence in the U.S., particularly in New York City, a key market where we’ve never had a physical retail footprint but have activated in before,” said Nicole Tapscott, Chief Commercial Officer at Knix.
Why New York, Why Now
For Knix, the choice of SoHo was deliberate. The neighbourhood is known as a premier global retail destination, home to a mix of luxury, streetwear, and trendsetting lifestyle brands. Its foot traffic, international visibility, and cultural cachet made it a natural first step for the company’s U.S. retail strategy.
“We know that our biggest U.S. audience is in New York with a growing presence in other markets, so it made sense for us to open there,” Tapscott explained. “SoHo is an iconic shopping destination with high foot traffic and a strong reputation for trendsetting brands, yet there are still relatively few stores in the intimates category, making it a strategic choice for us.”
The New York opening builds on Knix’s retail evolution following short-term pop-ups in California, including San Francisco, Santa Monica, and San Diego, which tested the waters in the U.S. but are no longer active.
A Store Designed Around Comfort and Autonomy
The SoHo store embodies Knix’s ethos of empowerment and inclusivity, both in design and in function. Its 1,400-square-foot footprint incorporates a modern layout with no freestanding cash desk, instead relying on mobile point-of-sale systems that allow associates to serve customers anywhere on the floor.
“The retail space has been intentionally designed to prioritize both comfort and autonomy,” Tapscott said. “One of the standout features is the integration of dedicated ‘bra bars’, carefully curated, easily navigable displays that allow customers to explore styles, colours, and sizes at their own pace.”
The layout includes discreetly located fitting rooms at the rear, offering privacy and a relaxed environment. “This design decision not only enhances comfort but also aligns with the store’s emphasis on creating a safe, judgment-free space,” Tapscott added.
Alongside its signature bras and underwear, the store also highlights Knix’s activewear line and includes a section dedicated to Kt by Knix, the brand’s teen-focused collection.
The “You’re Good” Campaign with Kristen Bell
The U.S. debut coincides with Knix’s latest brand campaign, “You’re Good,” featuring actress Kristen Bell. Launched just ahead of the SoHo store opening, the campaign emphasizes confidence, humour, and everyday authenticity, values at the heart of Knix’s brand identity.
“The campaign builds on our existing brand positioning by reinforcing the message of confidence, comfort, and empowerment that Knix was founded on,” Tapscott explained. “It also marks an evolution by continuing to lean more into authentic storytelling and humour around real, everyday moments that many people experience but don’t often talk about openly.”
The campaign has been made highly visible across New York, including a large billboard at Lafayette and Grand, just steps from the new store, featuring Bell as the face of the brand. A full Spring Street subway station takeover extends the messaging underground from late September through October.
Launch Events: From Sweet & Salty to a Block Party
Knix is known for blending retail openings with community engagement, and its New York debut is no exception. On September 19, the brand will host an interactive public event in SoHo featuring a sweet-and-salty “period cravings” menu, leak confessions, and complimentary leakproof product samples.
The following day, September 20, the company will host a grand opening block party with immersive activations, giveaways, and opportunities for the public to engage with the brand directly. “These activations are designed to engage and connect with the community,” said Tapscott, noting that the events reflect Knix’s longstanding focus on community building.
A Canadian Brand with Global Aspirations
Founded in 2013 by entrepreneur Joanna Griffiths, Knix has become a household name in Canada, widely credited for transforming the intimates market through innovation, inclusivity, and body-positive marketing. The company gained early recognition for pioneering leakproof underwear, and has since expanded into bras, sleepwear, swimwear, and activewear.
Its growth has been bolstered by significant investment. In 2022, Knix sold an 80 percent stake to global hygiene company Essity for approximately USD $320 million, valuing the brand at more than $400 million and marking one of the most significant exits for a female-founded Canadian business.
Knix has also distinguished itself in advertising, consistently showcasing real women of diverse ages, sizes, and backgrounds in campaigns, both online and in its retail spaces.
Canadian Retail Expansion Continues
While U.S. entry represents a landmark moment, Knix is also continuing to grow its Canadian footprint. Recent new openings include major centres such as Square One in Mississauga, CF Rideau Centre in Ottawa, CF Chinook Centre in Calgary, and West Edmonton Mall. A location for a new store in downtown Toronto was recently secured at CF Toronto Eaton Centre, according to sources.
Its retail presence already includes locations on Robson Street in Vancouver and Polo Park in Winnipeg, as well as community-focused boutiques in neighbourhoods such as Westboro in Ottawa.
The company has also expanded through wholesale partnerships. Select assortments are available at Holt Renfrew, Sporting Life, and boutique retailers such as The Fitzroy. Knix pop-ups in Holt Renfrew’s Toronto and Vancouver stores in 2025 further extend its reach.
Future Outlook: More U.S. Stores to Come
Looking ahead, Knix plans to add up to 10 new stores across North America in 2026, with two or three additional U.S. locations among them. Tapscott confirmed that physical stores remain integral to Knix’s growth strategy.
“In-store experiences remain a vital touchpoint for our customers, providing opportunities to engage with the brand in meaningful and memorable ways,” she said. “Being able to see, touch, and feel the product firsthand is irreplaceable.”
The brand’s continued focus on combining digital and physical channels reflects a wider retail trend toward omnichannel integration, something Knix has emphasized from its early days as a direct-to-consumer e-commerce company.
