Knix, the Canadian intimates and activewear brand known for its leakproof underwear, is elevating Nicole Tapscott from chief commercial officer to brand president effective August 1. The move comes as founder Joanna Griffiths transitions out of the business she started in 2013, four years after the company was acquired by Essity. Main Developments Tapscott, who joined Knix in early 2024 as chief commercial officer, has already doubled the brand's retail store footprint and accelerated wholesale partnerships with Target, Revolve, and Free People. Under her commercial leadership, the Knix brand portfolio—which includes teen brand KT by Knix and the new menswear line Mntd—surpassed $1 billion Canadian dollars in cumulative net sales. Griffiths will exit her operating role before taking time to travel with her family starting this fall. The founder had previously served as president alongside her role as chief executive, making the leadership transition a planned succession following the Essity acquisition. Read also: Why Louis Vuitton's World Cup Trunk Is More Than a Trophy Case Background Knix launched in 2013 with what it claims was the world's first collection of leakproof underwear. The brand later expanded into functional traditional panties, bras, swimwear, and clothing for teens and men, building a reputation for products designed to boost women's confidence. Before Knix, Tapscott served as chief marketing officer at Mejuri, where she drove double-digit growth for the jewelry brand. Prior to that, she was a vice president at Casper, where she launched and scaled the mattress company's largest international market and contributed to its initial public offering. The appointment follows the naming of Cyntia Leo as chief marketing officer in May. Leo previously led brand marketing and communications at Urban Outfitters and was brand marketing director for North America mens performance and lifestyle at Nike. Why It Matters Leadership changes at category-defining brands like Knix signal strategic shifts in how companies balance founder vision with corporate ownership. Essity's acquisition in 2022 brought scale and resources, but maintaining the brand's loyal customer base requires continuity in product innovation and customer experience. Tapscott's track record in e-commerce, retail expansion, and wholesale growth positions Knix to compete more aggressively in the intimates and activewear market. The brand's cumulative $1 billion Canadian sales milestone demonstrates the financial viability of its leakproof-focused product strategy. What's Next Tapscott's immediate priorities include building on Knix's omnichannel momentum and continuing to expand the brand's physical retail presence. With Griffiths' departure this fall, the executive team will need to sustain the founder's original mission of solving real problems for customers through functional, confidence-inspiring products.