(Image source: Retail Dive)
Knix is a DTC brand specializing in leakproof underwear. The brand has two physical stores in Canada and was planning to open new stores in the US last year until the pandemic hit.
In 2021, Knix resumes this plan with four upcoming stores in California and Canada. Three stores will open in California this fall, while the Canada-based store will be ready by the end of the year.
California was chosen as the first store location in the country since they have a strong customer base there from their digital business. Knix’s strategy was to master the “high penetration geographies” and then expand further. Knix will increase its brand awareness on the West Coast before expanding across the country.
The first store in Santa Monica will be a 5,000 square foot space, with an indoor product showroom and an outdoor space for community building. From 2016 to 2019, the brand solely focused on the online market and grew by 3,000% within that period.
“In the fall of 2016, I pulled out of every single one of them to transition to be online only. I cut most of our revenue in the process, but it ended up being the right decision.” CEO and founder Joanna Griffiths shared.
DTC brands are now looking to incorporate back brick-and-mortar stores in their strategy as they look to scale up.