A Conversation with Joanna Griffiths: the Entrepreneur who Disrupted a $2.5 billion Underwear Industry and Created a Brand for Every Body
Speaker: Joanna Griffiths, Founder & CEO, Knixwear
What does it take to be the Founder and CEO of one of Canada’s most successful consumer brands? Just ask Joanna Griffiths, the Founder & CEO of Knixwear – one of Canada’s fastest growing companies and a disrupter of the $2.5 billion underwear industry. After establishing her successful career in PR and marketing within the music and entertainment industry, Joanna finally decided she wanted to be her own boss. In this episode of Live From the Podium, Joanna shares the ups and downs she has experienced since launching Knixwear in 2013, and the key takeaways she has learned from growing a successful start-up. From leadership tips to learning how to pitch investors, this episode explains what it takes to start a business and scale a brand for massive growth.
Minutes |
Description |
|---|---|
2:37 |
Early Years in the music industry |
5:11 |
Stepping out of comfort zones, loving a challenge (Travelling to Bolivia) |
7:05 |
Being looked over because of credentials |
8:10 |
Key beliefs
|
9:08 |
How Joanna became an entrepreneur, MBA in France |
10:30 |
Past the point of no return with Knixwear |
11:50 |
IndieGoGo, the different marketing directions |
13:35 |
Re-launching the marketing scheme |
14:30 |
First ever sales meeting |
15:20 |
Meeting with Holt Renfrew and Hudson’s Bay |
16:20 |
Sense of competition |
17:18 |
First time selling product |
17:45 |
Dragon’s Den experience |
19:30 |
Exclusivity agreement |
20:15 |
Deal is not done until the money is in the bank |
23:16 |
Going a different route with sizing |
24:35 |
Advocating for yourself, attaching the brand to something that is bigger than you |
25:40 |
Unapologetically Free – Brand Mission |
28:02 |
Mentorship throughout the journey |
30:41 |
Managing people |
33:37 |
The future for Knix |
36:03 |
Talking pregnancy and managing her company |
38:03 |
Advice for entrepreneurs
|
41:01 |
New products and ideas |
41:45 |
Rapid Fire Questions |
43:00 |
Q&A from the audience |
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