Major Canadian retailer Knix opens 2nd Vancouver location

Celebrating its 10-year anniversary this year, a well-known online retailer that specializes in bras, underwear, period underwear, and swimwear is opening its second location in Vancouver.

Knix will open its second set of doors in the city on Thursday, with the Robson Street location being its flagship outlet.

Founder and CEO Joanna Griffiths explains what inspired her to launch the company.

“We had this wild idea at the time to make leakproof underwear, also known as period underwear. It was a product that didn’t exist. Fast forward to today and it’s become a $1 billion category changing the way people experience periods and leaks all over the world,” said Griffiths. “[We] saw an opportunity to make a difference by creating products that people needed, that had a positive impact on their lives.”

“I think we spend so much time and energy focusing on the parts of ourself we don’t like.”

Griffiths says she started the company at the height of the Victoria’s Secret era.

“There was a very singular view of what beauty looked like, what acceptance looked like. We wanted to command and create a brand that did things a little bit differently and celebrated our customers and community exactly as they were.”

The models they use are real people with real bodies, she adds.

“We have so many different sides to us, so many different components to who we are, and our intimates should live up to every aspect of that. I think we spend so much time and energy focusing on the parts of ourself we don’t like.

“What if we could let go of that a little bit and feel more comfortable with who we are? [It’s] very small things like seeing yourself represented in advertising and marketing, feeling included, these are the baby steps that take place over time where you actually create real change and difference.”

Griffiths says challenging the beauty standards is something the company takes seriously and are willing to learn more about from the public.

“If someone sends us a note and says, ‘Hey, I don’t see myself.’ We say, ‘OK, great, let’s do a casting call. Let’s go a step further,’ and that’s really been a jumping off point for some of our campaigns.”

One of the services offered in-store is bra-fitting, something that’s often overlooked.

“I think the most recent statistics say 85 per cent of people do not know their bra size. If you are one of those people, you are not alone. It’s actually pretty common because your bra size changes as your life changes,” said Griffiths, who explains wearing the wrong size bra can lead to back pain and other issues.

“The number one thing we see when folks come in is they say, ‘This is my favourite bra,’ and they show us a bra from eight years ago that’s in a size that’s been completely stretched out. I can relate to that too. I think when you find something that works, you want to hold onto it.”

Knix’s first location opened in Kitsilano four years ago. “We’re a direct-to-consumer brand and we can see where our customers are and where our audience is. And our community was telling us they wanted another one.”

The new location is at 1150 Robson St., Vancouver.