From Kickstarter to Disruptor: Knix Wins 2019 Retail Marketing Innovation Achievement Award - Retail Council of Canada
Marketing & Merchandising

From Kickstarter to Disruptor: Knix Wins 2019 Retail Marketing Innovation Achievement Award

Leader in wire-free bras and functional underwear recognized for astounding market share growth, innovative products and campaigns featuring real women

Retail Council of Canada is thrilled to announce Knix as the winner of the 2019 Retail Marketing Innovation Achievement Award.  The award will be presented at this year’s Retail Marketing Conference on April 18, 2019 in Toronto.

Founded in 2013, Founder and CEO Joanna Griffiths invented a line of underwear designed to help women deal with light leaks or incontinence. What began as a crowdfunding launch for underwear has expanded to a line of bras, which generated $2 million in pre-sales as well as other innovative products for women of all ages. A Knix item is now sold every 10 seconds, and this year, the company will ship over half a million orders.

Knix prides itself on being the first intimate apparel brand to feature real women rather than models in their campaigns and recently celebrated photographing their 600th customer. Knix campaigns feature women of all shapes and sizes, in various stages of life, in an effort to make women feel comfortable in their own skin.

In one of 2018’s standout campaigns, Knix partnered with Rethink Breast Cancer to feature five exceptionally brave Canadian women as the models in the latest Knix intimate apparel advertising and shared their journeys from diagnosis, treatment, and recovery.

“Clearly, Canadian women are resonating with Knix’s innovative product lines and their commitment to creating truly comfortable intimate apparel for all women,” said Diane J. Brisebois, President & CEO, Retail Council of Canada.  “We are exceptionally proud to recognize Knix’s outstanding achievement.”

Danielle Brown, Knix’s Chief Marketing Officer, will share the company’s success story at this year’s Retail Marketing Conference on April 18, 2019.

Other conference speakers include: Lauren MacDonald, Chief Marketing Officer, Ikea Canada, Peter van Stolk, CEO, Richard Hill, Director of Marketing, Ace Hardware, Rochelle Ezekiel, Senior VP Customer Experience, Holt Renfrew, Frederick LeCoq, Chief Marketing Officer, Golf Town & Sporting Life, Mike Marks, Head of Marketing Adobe Canada, Steve Buors, CEO and Co-Founder, Reshift Media, Shawn Bloom,VP CRM & Loyalty and Trihn Tham, VP Integrated Marketing at Sobeys  and Jeremy Miller, Brand Strategist at Sticky Branding.  To purchase tickets visit:


About Knix
Invented in 2013 by Joanna Griffiths, Knix is the world leader in wire-free bras and function underwear designed to make women feel more comfortable in their own skin. Click here to find out more. To find our more about the winning campaign,

About Rethink Breast Cancer
Rethink Breast Cancer’s mission is to empower young people worldwide who are concerned about and affected by breast cancer through innovative education, support and advocacy. Rethink brings bold, relevant awareness to foster a new generation of young and influential breast cancer supporters and, most importantly, respond to the unique needs of young women living with breast cancer. Click here to find out more.

About Retail Council of Canada
Retail is Canada’s largest employer with 2.1 million Canadians working in our industry. The sector annually generates over $76 billion in wages and employee benefits. Core retail sales (excluding vehicles and gasoline) were $375 billion in 2018. Retail Council of Canada (RCC) members represent more than two thirds of retail sales in the country. RCC is a not-for-profit, industry-funded association that represents small, medium and large retail businesses in every community across the country. As the Voice of Retail™ in Canada, we proudly represent more than 45,000 storefronts in all retail formats, including department, grocery, specialty, discount, independent retailers and online merchants.

Branka Stavric