Joanna Griffiths (00:00):

The answers are in the comments, and if we actually just listen to consumers, they will tell us what it is that they want us to do.

Monica Chadha (00:20):

Hi, I'm Monica. I'm in my hometown of Toronto Canada, which incidentally doubles up as the headquarters for Knix. If you haven't heard of Knix origin story, be prepared to be enlightened. I'm here with Joanna Griffiths, founder and CEO of Knix. Joanna, thank you for having me here.

Joanna Griffiths (00:37):

Thank you for coming. Yeah, great to have you here.

Monica Chadha (00:40):

Tell me about Knix the brand.

Joanna Griffiths (00:42):

Knix is an intimate apparel company, but really our mission is to empower people to be unapologetically free. And the way that we think about that is how do we create functional, yet great products that are designed for real bodies, real lives? How do we always be forward leaning with our messaging to break down taboos, to make people feel seen, welcome and included? And how do we think about the impact that we can have not only within the intimate apparel landscape, but also more broadly within media and retail?

Monica Chadha (01:11):

What would you say are some of the values that Knix promotes?

Joanna Griffiths (01:16):

I'd say that we promote really making sure that we are constantly celebrating people for who they are. We value innovation. So how do you think differently about what it is that you're bringing to market, the role that products can play? And we value being bold and breaking down taboos. I think that a lot of the reason why so many of us have felt the way that we have in the past, whether it's about our bodies or gender or expectations or aging, is because there's been so many topics that have just been off limits. How do we take those underlying themes and topics and really use this growing platform and brand to kind of tackle them head on?

Monica Chadha (01:57):

You've done a fantastic job building this community amongst your consumer group. How do you stay relevant with that community?

Joanna Griffiths (02:05):

I think you have to listen. I mean, I always joke that the answers are in the comments. I think that it is very, very easy to over complicate every single part of business, but we are very fortunate that we live in an era where consumers tell us every single day what it is that they want. It's not always nice, it's not always polite. It can have a little spiciness to it at times, but it's really kind of getting everyone on board with the idea that the answers are in the comments. And if we actually just listen to consumers, they will tell us what it is that they want us to do.

Monica Chadha (02:41):

What can the customer expect to see in terms of the in-store experience when they walk through the door?

Joanna Griffiths (02:49):

I mean, honestly, one of my favorite things about starting Knix was getting to reimagine what a retail experience could look like for intimates. So it's one of the funniest parts of the fashion and apparel retail landscape. So really, really wanted to think about how do we create an experience where everyone feels welcome? And so we do that through the subtleties of arches and curves and murals that are drawn on the walls. And then really thinking about what does that fitting room experience look like? When you're shopping for something as intimate as a bra or a pair of underwear, you have to make sure that you're creating an experience where the customer feels very welcome and so have really put a lot of time and energy into thinking about what that looks like.

Monica Chadha (03:34):

Let's shift towards you. So Knix and yourself have received several accolades over the years, the most recent being EY Entrepreneur of the Year. What is it like being an entrepreneur?

Joanna Griffiths (03:46):

I think that being an entrepreneur is one of the most challenging and yet gratifying experiences that you can have as a human. Challenging insofar as if things are going right, when we've been so fortunate Knix to have them go right a lot of the time, every day you're running a company that was bigger than it was the day before. So every day you're pushing and growing. And challenging in the times when things are not necessarily going as planned because that conviction and where you're headed and belief that you have in yourself has to be so strong to weather those good times and those bad times. So I think that it's not an easy path. It's one that I wish people spoke more openly about, but there is something so incredible being on this planet, on this earth to be like, "I built that. I helped build that, I helped create this."

Monica Chadha (04:39):

There's such a positive culture when you walk through the halls of Knix, and that certainly starts from the top. What kind of leader would you say you are?

Joanna Griffiths (04:47):

I would say that from a leadership perspective, I'm what you see is what you get. So I really pride myself on being the same person no matter who it is that I'm talking to and approaching leadership from a place of vulnerability, but also a place of fun. I really believe that people do their best work when they're having fun, when they're working with people they like, when the hard things don't feel hard. And so part of that has to do with the attitude and mindset that I come in with and that I try to instill in my team.

Monica Chadha (05:15):

Tell me a little bit about inclusion and inclusiveness and what that means at Knix.

Joanna Griffiths (05:21):

Inclusion at Knix really means that it ladders up to our mission, which is this desire that we believe all people should feel unapologetically free. And to do that, we have to feel seen, we have to feel represented, we have to be included, and we have to ensure that there are folks at the table who are having impact in shaping our campaigns and shaping the products that we make that really represent who the customer base is that we're selling to.

Monica Chadha (05:44):

In today's day and age, being a retail manufacturer, it's very difficult to ignore the impact that you'll have on the environment, the communities within which you work or sustainability. Tell me about Knix's sustainability strategy.

Joanna Griffiths (05:59):

Knix is very similar to most retailers at this point where it's progress over perfection. So the work is never done. How do we constantly move the dial and move the needle to do better? There's sustainability features built into our root product and category, which helps eliminate the need for disposable products. And so that from an impact standpoint is already pretty huge. But then when we think about sustainability, it's how do you think about every step of the journey? How do you offset shipments that you're doing? How do you ensure that packaging is recyclable and how do we think about each step and then do the best that we can at every single one?

Monica Chadha (06:34):

So how do you balance that strategy with profitable growth?

Joanna Griffiths (06:38):

So I think when you have a plan, you can always work towards those things. The only way that you can charge more for a product is if it offers superior technology and innovation. So we're always working on those things. And if there's a lot of brand trust and loyalty with a brand, and that comes back to those non-selling things that we do at Knix and we give so much time and energy to, because in the absence of that, the consumer doesn't want to pay more, and you're really living in this world of what's the lowest price that you can get something for? You can't necessarily charge more for something just because you're making it the right way.

Monica Chadha (07:11):

Can we continuously expect to see category expansion, expansion of your SKUs, maybe adjacencies as well?

Joanna Griffiths (07:18):

I think we're playing in a lot of great categories right now that have room for growth and have room to be behemoths in and of themselves. We started with leak-proof underwear. We make bras, we make swimwear, we make activewear, loungewear, shapewear. We have a teen product line. We've got a lot of room to play. And so never say never. If a customer is really telling us the direction they want us to head in, we will listen and respond, but honestly, we feel like we have so much potential to just go deeper in the areas that we're already in.

Monica Chadha (07:52):

Joanna, thank you for having me here. Everything you've done is truly inspirational. I love the mantra around inclusivity. It's truly commendable.

Joanna Griffiths (08:02):

Thank you.

Monica Chadha (08:04):

Knix is one of the fastest growing brands in its category. It certainly put Canada on the map as it pertains to intimate apparel. I'm Monica Chadha. I will see you next time.