Canada’s Knix puts down roots in the U.S. with a new permanent store and fulfillment center

This story was first published by Digiday sibling ModernRetail

After seeing “tremendous success with brick-and-mortar” retail in Canada, the intimates brand Knix is honing in on the U.S. market, its founder Joanna Griffiths told Modern Retail.

On Friday, Knix, which is known for its leakproof underwear, will open its first permanent store in the States, in New York City’s Soho neighborhood. New York City has the highest penetration of Knix customers in the U.S., in terms of e-commerce sales, and it’s also close to Knix’s home base of Toronto. Knix hopes to eventually open more doors across Manhattan and Brooklyn after seeing “such brand awareness and growth coming out of New York,” Griffiths said.

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.