When speaking with Knix Founder and CEO Joanna Griffiths, it became obvious that she’s always made room in her business for doing what’s right and it’s just the thing that’s made all the difference in its accumulated success.
aimed at providing frontline healthcare workers across Canada with a sufficient supply of Personal Protective Equipment . A campaign in which she’d launched after her brother, who is a doctor at a major Canadian hospital, let her know that facilities across the country were running low on the critical items they needed to keep everyone safe. To date the campaign has surpassed $500,000 in donations, including a matching initiative pledged by the Robert Kerr Foundation.
“I feel like I can’t just sit and wait idly to see what other people are going to do. I need to get involved,” Griffiths emphatically expressed as she discussed her motivations behind some of the brand’s initiatives over the years. Just before we spoke, Knix had debuted the first lingerie ad in history to exclusively feature women over the age of 50 years old and since our conversation it seems that they’ve remained fully committed to doing good with their marketing dollars.
Griffiths mentioned the same was true when the brand decided to switch from wholesale to online selling nearly three years after officially launching. Instead of relying on other people to tell their brand story and communicate the functions of the products they offered, by 2016 Griffiths made the bold decision to pull out of over 700 retail locations in order to make the thoughtful commitment as a direct-to-consumer brand.
“People still want to buy from and support brands that they love,” Griffiths said, hoping to encourage other founders weathering the storm. “As a company, we’re seeing the strongest sales that we’ve ever seen, and so I do think that there’s something to be said there,” explained Griffiths. Knix is one of those brands that has a proven track record of giving back to their community and that’s been something that has undeniably kept them relevant and on the right side of history.
- a groundbreaking art exhibition featuring images and captions of over 700 women postpartum, Griffiths included - it’s no question of whether Knix will remain dedicated to the causes of the customers they serve, only how.
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