By  on August 19, 2013

Canadian women's underwear start-up Knix Wear is off to a running start after the brand made crowd-funding history on Indiegogo by raising $60,000 for 2,111 presold pairs of undies in 44 days.

The target goal for the new brand was $40,000, but one major retail player stepped in and raised the ante: Hudson’s Bay. Beginning in mid-September, Hudson’s Bay will sell Knix Wear in 18 flagship stores across Canada, said Joanna Griffiths, a 29-year-old entrepreneur and founder of the brand. The undies, which are packaged in contemporary-looking cardboard canisters, will be merchandised on point-of-purchase displays designed to sit on counters next to cash registers.

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