folder Filed in Domain upgrades
Knix Wear Goes From Niche to Mainstream with Upgrade
By Arnaud PETIT access_time 2 min read

Joanna Griffiths launched Knix Wear in 2013 as she became aware of a need in the market for underwear that could handle “little leaks.”  The domain name the business officially launched in – – was registered on the 21st August 2012, giving an idea of how long it took to conceptualize the idea. It is interesting to note that as many entrepreneurs do, Joanna seems to have toyed with brand names, given the early domain registrations you can find along with She had registered, as well as

Like so many female founders I got told countless times that my idea was “too niche” or that it would make a good “lifestyle business”.

Joanna Griffiths, founder of

What started as a crowdfunding campaign flourished into a huge business that changed not only the founder’s life but the lives of many women in a positive way.

There are a few things we’ve been doing since 2013, like showcasing diverse body types and featuring real women in our ads and sharing their stories in a much bigger way, that have shown us some great results. We want to continue to do that and to reach new markets. Our success has really surpassed anything I had anticipated.

Joanna Griffiths, founder of

Similar to the majority of established brands and women led brands in particular, Knix Wear eventually invested in its exact brand match domain, dropping the descriptive and limiting « wear » from its name and domain name with an upgrade to According to whois records it looks like the upgrade happened somewhere in May 2022. In September 2022, Essity acquired 80% of the shares in Knix for $320 million USD, making it the largest exit by a female founder in Canadian history.

How does your brand name match your company vision? What new horizons can a better name open? Get in touch if you feel your brand deserves a better name, we are always happy to help.

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