Knix, the Canadian intimates and activewear firm, has tapped Nicole Tapscott, chief commercial officer of Knix, as brand president, effective Aug. 1.
Founder Joanna Griffiths, who also had served as president, is exiting the business via a planned transition, four years following the acquisition by Essity. Griffiths will transition out of an operating role before taking time to travel with her family beginning this fall.
“Knix has become a category-defining brand that changed how women think about their bodies and their confidence. I’m honored to be part of an exceptional team that will build on that foundation. Our commitment is simple: listening to our customers, solving real problems, and creating products that inspire confidence every day. Together, we’ll build on Knix’s momentum and continue earning the trust our customers place in us every day,” said Tapscott.
Launched in 2013, Knix started by creating the world’s first collection of leakproof underwear. It expanded into more functional traditional panties, along with bras, swim, teen and men’s.
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Prior to joining Knix, Tapscott was chief marketing officer of Mejuri, where the brand experienced double-digit growth. Before that she was vice president at Casper, where she launched and scaled Casper’s largest international market, establishing the brand globally, while also contributing to the brand’s IPO.
Tapscott has overseen Knix’s commercial channels since joining in early 2024. Among her accomplishments are growth in e-commerce, retail, wholesale and customer experience. During her tenure, Tapscott doubled the brand’s retail store footprint, accelerated wholesale growth to new partners like Target, Revolve, and Free People, and further strengthened Knix’s omnichannel business.
One year after joining as chief commercial officer, the Knix brand portfolio (which includes Knix, teen brand KT by Knix and a new men’s brand Mntd) surpassed the milestone of $1 billion (Canadian dollars) in cumulative net sales.
The appointment comes as Knix continues to strengthen its executive leadership, with the naming of Cyntia Leo as chief marketing officer in May. Most recently, she had been head of brand marketing and communications at Urban Outfitters, prior to which she was brand marketing director, North America, men’s performance and lifestyle at Nike.
