Knix's Joanna Griffiths: Selling through retailers is doing customers a disservice

When Joanna Griffiths launched her brand in 2013, she wanted to reinvent intimates. Knix, Griffiths' brand of functional intimates, was built on the premise that women of all shapes and sizes deserve to be catered to. But while selling the brand through wholesale retailers, Griffiths found the industry didn't quite share her vision. Stores refused to carry the brand's extended size range, and Griffiths felt that buyers were more interested in filling a hole on their floor than representing the brand. On this week's episode of The Glossy Podcast, Hilary Milnes sits down with Knix founder and CEO Joanna Griffiths, live at NRF 2019, to talk about how making the switch to direct-to-consumer empowered Knix to create more products on its own terms, how the change affected the brand's marketing strategy and how the company is approaching physical retail.

You can listen to Knix's Joanna Griffiths: Selling through retailers is doing customers a disservice online on Radio and Podcast. Open the player on this page to stream the available audio.

Knix's Joanna Griffiths: Selling through retailers is doing customers a disservice is an episode from The Glossy Podcast by Glossy.

This episode is 27:20 long.

This episode was published on Feb 27, 2019.

Yes. Use the heart button on the episode page to add it to your favorite episodes list.

Yes. This page shows related episodes from The Glossy Podcast when more episodes are available from the podcast feed.