Dive Brief:
- Intimates and apparel brand Knix launched an absorbent shapewear collection, according to a Thursday press release.
- The direct-to-consumer brand’s Leakproof Shapewear line is available in high rise brief and short silhouettes ranging in sizes from XS to XXXXL. Products are priced at $55 for the brief and $65 for the short.
- Knix’s latest launch can absorb around 0.8 to three teaspoons of liquid, which the brand says is the equivalent of about one to three regular tampons or about one to two pantyliners.
Dive Insight:
Knix’s shapewear adds to the brands’ existing line of leakproof products.
The company already sells reusable leakproof pads, underwear, swimwear, leggings and more for menstruation. Knix also sells incontinence underwear, as well as non-leakproof products, like bras, underwear, athletic apparel and more.
Founded in 2013, Knix was acquired by international health and hygiene company Essity over a year ago in a $320 million deal, with Essity taking on 80% of the brand’s shares. The additional 20% of shares are owned by Knix founder Joanna Griffiths.
In 2021, the DTC brand opened its first brick-and-mortar stores in the U.S. after entering physical retail in Canada about two years before. Knix’s first U.S. location opened in Santa Monica, California, with the company at the time saying its strategy was to open stores in “high penetration geographies” that complement digital.
Other brands have also expanded into new product categories lately.
Cuup last week expanded into sleepwear with its first pajama offerings, according to details emailed to Retail Dive. Additionally, Kendra Scoot launched its first fragrances and Kim Kardashian’s Skims debuted a menswear collection during the past month.
