What's Happening?
Knix, a direct-to-consumer intimates brand, has opened a new 1,400-square-foot store in the SoHo neighborhood of New York City. This marks Knix's re-entry into the U.S. brick-and-mortar market after previously closing three California stores. The new store features dedicated sections for bras, underwear, activewear, and Knix's teen brand, Kt by Knix. The store utilizes mobile point of sale systems instead of traditional cash desks. Knix plans to expand further in the New York area and across the U.S., while continuing its retail efforts in Canada.
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Why It's Important?
Knix's expansion into the U.S. market is a strategic move to increase its brand presence and customer engagement through physical retail locations. The opening of the New York store allows Knix to directly interact with customers, enhancing brand loyalty and customer experience. This expansion is part of Knix's broader growth strategy following its acquisition by Essity, an international health and hygiene brand. The move also reflects the growing trend of direct-to-consumer brands establishing physical stores to complement their online presence, providing a more comprehensive shopping experience.
What's Next?
Knix plans to continue expanding its brick-and-mortar footprint in the U.S., with more store openings anticipated in the New York area. The brand is also focusing on marketing campaigns, such as the 'You're Good' campaign featuring Kristen Bell, to boost brand visibility. As Knix grows its physical presence, it may explore additional partnerships and collaborations to enhance its product offerings and reach new customer segments.
