How menstrual underwear brand Knix landed one of the largest exits by a female founder in Canadian history

Once dismissed by investors as a niche product, Griffiths sold a majority stake of Knix to Essity for $320 million this year.

– Niche to mainstream. Who would have thought that leakproof underwear would be one of the most disruptive products to emerge in the last decade? Joanna Griffiths, founder and president of the Canadian intimates brand Knix Wear, certainly did.

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