Knix, the intimates brand known for its leakproof underwear and inclusive sizing, has appointed Nicole Tapscott as its new brand president. The move comes as founder Joanna Griffiths steps away from the day-to-day leadership of the company she launched in 2013, following a carefully planned transition.
Tapscott arrives at Knix with a deep background in retail and direct-to-consumer operations, having previously held senior roles at companies like Lululemon and Saje Wellness. Her mandate will be to guide the brand through its next chapter of growth, building on the momentum Griffiths established around body positivity and functional design.
Griffiths, who will remain involved as a strategic advisor, described the handoff as a natural evolution. "Nicole understands both the operational side and the emotional connection customers have with our products," she said in a statement. The shift signals Knix's ambition to scale further without losing the community-driven ethos that set it apart in the crowded intimates market.
Originally reported by WWD