How one Torontonian shook up the lingerie industry with her high-tech underwear.
“Being an entrepreneur is like a series of trade-offs, you're always evaluating resources versus reward."
When Joanna Griffiths decided to quit her job at the ripe, ol’ age of 28 she never thought her split decision would one day lead her to launch Knix Wear , a Toronto-based lingerie startup, let alone net her over $2 million in sales, she admits.
But that’s exactly what it did and four years after starting the company on the floor of her living room she’s now shipping her high-tech, leak-proof underwear to women across the globe—everywhere from South Africa, to the U.S. and Afghanistan.
While her garments have garnered powerful praise from influencers since its 2012 launch—Metro News Canada, the Wall Street Journal and New York Times, to name a few—Griffiths’ entrepreneurial journey is far less sexy, she confesses. The now thirtysomething encountered her fair share of problems during the startup’s early years and worked non-stop to get the business off the ground.
“It was scary,” she explains. “Being an entrepreneur is like a series of trade-offs, you’re always evaluating resources versus reward. The more prepared you can be for that type of lifestyle, the more you can think it through and know what your life will look like. I worked 24 hours a day and never stopped.”
The entrepreneur’s startup story is groundbreaking simply because through it she managed to create an apparel category that had never existed: leak-proof garments. Knix Wear was one of the first to market underwear to women who suffer from incontinence (light leaks), with company offerings later growing to include activewear clothing and period-proof panties for teens and adults.
A look at the breakthrough product that pushed Knix Wear into the limelight:
Her secret to success lies partially in capitalizing on the needs of what she felt was an underserved community. “I remember talking to women, who had kids, that would pick up Depends underwear because it was the closest thing they could find at the store and that resonated with me.”
Although her crowdfunding skills haven’t hurt her company’s overall success either. Since the company’s launch Knix Wear’s team has launched three online campaigns that have exceeded their crowdfunding goals. Her most recent campaign featured the company’s eight-in-one bra and raised more than $1 million on Kickstarter; the largest amount for any fashion project.
Despite her success, she’s quick to warn entrepreneurs about the perils of raising capital online.
“What I’ve seen happen is an expectation amongst entrepreneurs that if you put your product up it will sell like crazy. They underestimate the work it takes,” she says. “It’s probably the hardest work you’ll do in a 30-day period in your life.”
For instance weeks before the company’s latest campaign launched she and her team worked tirelessly to promote the company’s products, line up orders and respond to customers around the world within tight time frames.
In fact, if possible, she suggests new entrepreneurs avoid crowdfunding altogether until they have the capacity to fill large orders on demand. “We’ve learned the hard way from our early campaigns,” she says. “We had this amazing pre-market sales and momentum, but then spent the next nine months just trying to catch up and fill orders. People have to think long and hard about it. It’s not easy as everyone thinks it is.”
While the startup landscape has changed drastically since she launched her business, Griffiths is proud that her team has remained in the city she was born. Toronto entrepreneurs shouldn’t be too quick to leave the city behind these days, she adds. For anyone hoping to mimic her rise to the top she believes flying across the border is a must, but relocating isn’t necessary anymore and encourages entrepreneurs to explore options at home.
“There’s really nice growing and robust ecosystem that’s emerging [in Toronto]. There was definitely a time one-to-two years ago where we thought we had to move to the U.S. because I was getting that feedback from potential investors and now I’m not hearing that as much.”
People 5 articles in this collection
- Introducing Nathaniel Bagnell: Alumni-in-Residence Spotlight
- Women founders empowering women founders: How Nouhaila Chelkhaoui is uplifting women-led startups
- More than just a buzzword: Taking a “people-centred” approach to business has huge benefits
By the DMZ, Tech Incubator October 4, 2021