Toronto-based women’s underwear brand Knix has just arrived in the United States of America.
The direct-to-consumer apparel brand still bets on bricks-and-mortar stores and has, reportedly, opened its first physical store in the country.
The new store, located at Santa Monica, California, is the just the first of its drive to expand in the US. Knix also has plans to open stores in San Diego and San Francisco later this fall.
Notably, Knix decided to choose California because of the brand’s strong digital business in the state. In fact, the brand’s strategy is to choose only those locations that complement its digital business.
Knix also will be initiating efforts to establish itself on the West Coast before spreading its wings all across the US.
With the launch of the new store and plans to come up with two more stores soon, Knix is back with its plans to grow its physical stores, which it had put on hold owing to the pandemic.
Besides the new stores in California, Knix also has plans to open a new store in Ottawa (Canada) by the end of this year. Physical stores seem to have become an integral part of brand’s growth strategy.
Founded in 2013, Knix was recently named the 6th fastest growing company in Canada with over 3,800 per cent 3-year growth.