The period underwear brand Knix may not have won a basketball championship this month, like the other Knicks, but it is having a very good year.The 13-year-old company has surpassed $1 billion in DTC sales to date and is seeing a 90% year-over-year increase in wholesale sales in North America. Now, the company is pushing further into wholesale by launching KT by Knix, a children’s sub-brand with teen and pre-teen size clothes, in over 350 Target stores across the U.S.
It’s the first nationwide wholesale deal Knix has struck and the largest to date. Previously, the brand has sold in Bloomingdale’s and Revolve in the U.S., along with Holt Renfrew and Sporting Life in its native Canada.
The partnership includes exclusive products, like a two-pack of bikinis in Target-exclusive colors. A marketing campaign slated to launch later this month.
Nicole Tapscott, Knix’s chief commercial officer, told Glossy that the brand is in growth mode. More wholesale partnerships are coming, including one with Free People later this year.
“We’re evolving from a digital disruptor to an omnichannel retailer,” Tapscott said. “In the last few years, like many brands, we saw massive growth between 2015 and 2022 that was all e-commerce-based. But the idea is to meet customers where they are, and right now, post-Covid, they are shopping in-store and in retailers like Target.”
