The Business Society Podcast

How Knixwear Smashed Taboos & Raised Capital

July 05, 2021 Melissa Houston / Joanna Griffiths Episode 52
The Business Society Podcast
How Knixwear Smashed Taboos & Raised Capital
Show Notes

“The universal truth about business... is that everything takes a lot longer than you think it’s going to.”

—  Joanna Griffiths

Joanna Griffiths has built a business based on empowering women in all stages of life.

Joanna is the founder and CEO of Knix, an intimate apparel company with a focus on function. Knix offers a revolutionary line of leak-proof period underwear, as well as wireless bras.

When she was pregnant with her first child, she was told that investors would never invest in a company whose founder was about to go on maternity leave.

Fast forward to today: she’s not only raised substantial funding, but her brand will soon surpass $100 million in net sales. As a matter of fact, she closed around $40 million of funding just three days before giving birth to her beautiful twin girls!

“We really want to redefine what a brand can mean for our customers by tackling taboos, making sure everyone feels represented and seen, and just having a really authentic, candid, and real relationship with our community,” Joanna explains.

A pioneer in period underwear, Knix launched at a time when the market (and culture) wasn’t quite ready for their products — or their body-positive marketing. As the rest of the culture is catching up, Knix is seeing incredible growth!

Joanna joins me in this episode to talk about the power of new ideas, being on Dragon’s Den, and positioning for growth.

In‌ ‌this‌ ‌episode,‌ ‌you’ll discover:‌

✔   How Knix made the shift from wholesale to direct-to-consumer — and how that affected their rate of growth

✔   Why listening closely to your community is one of the best ways to deal with second guesses

✔  Why it’s vital to choose a partner that aligns with your values

About Joanna Griffiths: Joanna Griffiths is the founder and CEO of Knix, which offers comfortable wireless bras and super absorbent, leak-proof underwear, using patented technology, cutting-edge processes, and human-centric design.


01:47  Meet Joanna Griffiths

03:26  How Knix began

06:19  Dealing with doubt

07:41  Resiliency & negative feedback

10:02  Dragon’s Den

13:31  Funding

17:35  Ashley Graham

18:49  Growth advice

26:31  Managing finances


Joanna Griffiths

Instagram: @knix

The Business Society:

5-Step Roadmap to Biz Finance Freedom:

Biz Basics:

The 20 Minute Money Method:

Confident Cash:

Personal Finance Money Method:

Want more tips and inspiration? Follow me on Twitter @melissahcpa and Pinterest @melissahoustoncpacga and visit my website: