OMMAX Advised Essity on the Successful Acquisition of Knix Wear Inc.

OMMAX supported Essity, a leading global hygiene and health products provider, on the acquisition of Knix Wear Inc., a leading provider of leakproof apparel for period and incontinence.

In preparation of the acquisition, OMMAX supported Essity with a commercial- and digital due diligence, focusing on the assessment of the digital market dynamics, Knix’s brand strength and digital capabilities as well as the resulting performance along the customer journey, its customer economics and (digital) marketing efficiency, complemented with a detailed business case validation based on these digital KPIs.

Knix and their teen brand, Kt by Knix, offer a broad assortment of intimate apparel, focused strongly on the growing category of leakproof apparel. The company has a strong presence in Canada and the USA, leveraging its positive and inclusive brand image to operate a successful direct-to-consumer business model complemented by six flag-ship stores.

Dr. Stefan Sambol, Partner at OMMAX, comments: "We would like to congratulate Essity on their successful acquisition of Knix. The close collaboration with the global and regional Essity teams was a great experience, characterized by a highly productive and open atmosphere. With regards to Knix, we are very impressed by the company’s ability to build and communicate an authentic and inclusive brand image and leverage this image for a successful D2C business model.”