Image via Alyssa Gallardo/Curiocity
West Edmonton Mall recently added a new store in August, and I had the opportunity to get a first look!
Knix opened its doors to its West Edmonton Mall location on Aug. 15, just over two weeks ago. The Canadian-based intimates brand has been expanding its market and began opening storefronts across Canada, and Edmonton was one of the lucky cities. Since its opening, the store has been bustling, and Field Retail Operations Manager Marie Schellenberg was kind enough to lead me on a tour of its new location.
Knix is a Canadian-owned brand based in Toronto, created by founder and president Joanna Griffiths. She founded Knix to radically transform the intimates industry.
While she was frustrated with the lack of innovation in underwear, Griffiths created leakproof underwear and pioneered an entire new product category. This product and brand are committed to inclusivity, freedom to live freely, and are guided by customer feedback and what people want to see.
Its most well-known product has to be the leakproof underwear. With different types of absorbencies, it has underwear and intimates for every sort of day or flow. From youth just starting their period all the way to adult sizes, the brand prides itself on its inclusivity.
While the underwear is certainly its most popular item, the brand has expanded into athetisure wear, bras, and comfy basics.
This year, the brand has been expanding its storefronts across North America. Alberta, in particular, has been a fortunate province, as we’ve been gained several locations.
“This is our fourth store in Alberta now,” said Schellenberg. “We have two in Calgary, and then we’re at Southgate in Edmonton and now here.”
Its new location is on the second floor of West Edmonton Mall, next to the ice rink. The central location is great for the store, and the atmosphere is bright and inviting.
I asked how the traffic had been since opening, to which Schellenberg responded with enthusiasm.
“Great, it’s crazy,” she said.
I don’t think it’s a coincidence that the store was full by the time I left.
“We have a lot of brand awareness in Alberta. Being a Canadian brand, a family brand, and a purpose-driven brand, it’s a full moment for us getting to come into West Edmonton,” said Schellenberg. “We’re in a big growth moment as a brand, so we’ve already opened three stores this year. One in Toronto, one in Alberta, and we just opened in Soho in New York on the same day we opened this store, which is wild.”
Along with its new locations in West Edmonton Mall and across Alberta comes more exciting news.
They are expanding to Chinook Mall in Calgary, in Vancouver, as well as more locations in Ontario, with plans to complete the expansion before the end of this year. So, keep an eye out for more news regarding these locations’ openings!
Knix is the perfect way to support Canadian, right here in Edmonton, so don’t hesitate to check it out. Next time you find yourself in West Edmonton Mall, take a peek inside, you’ll be amazed.
Address: West Edmonton Mall – Unit J209, Level 2, Phase II — 8882 170th St. NW, Edmonton, Alta.
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