David Durand, Advisor, Innovation and Advocacy
September 9th, 2020
The Toronto Star By: Carys Mills News reporter, Published on Thu May 02 2013
The difference between most other intimates and Knix Wear Inc., from seamless basics to lace thongs, is in the fabric.
Griffiths is targeting new moms and others, who she says make up one third of women experiencing stress incontinence, a “light leak” when they exercise, sneeze or laugh. The fabrice inside the legs is absorbent and anti-microbial without appearing any different from ordinary underwear.
“We really should have better underwear solutions that work with women,” said Griffiths, 29, ahead of launching Thursday on crowd-funding platform indiegogo.com.
“We’re trying to make something that’s discreet and also fashionable.”
Through pre-orders and contributions, she hopes to raise $40,000 in 30 days to help fund her first batch. The underwear will retail for between $28 and $38 per pair.
Griffiths is up against a crowded lingerie market in general and other emerging options specific to women with incontinence issues.
While women’s apparel sales were up 5.5 per cent in January, lingerie sales took a dip in January, when sales were down 0.8 per cent, according to Trendex North America.
“Some brands have been around for a long, long time so I don’t think it’s that easy to break into,” said Toronto retail consultant Wendy Evans.
As well as branded retailers – among them La Vie en Rose, La Senza, Victoria’s Secret – taking a large share of the market, there are also small independent specialists and larger department stores selling established brands, Evans said.
September 9th, 2020
July 17th, 2020
August 22nd, 2019
September 26th, 2018
July 9th, 2018
March 19th, 2018
January 3rd, 2018
September 25th, 2017
August 10th, 2017
July 31st, 2017
NCFA Canada
Craig Asano
CEO and Executive Director
casano@ncfacanada.org
ncfacanada.org