CANADIAN lingerie start-up Knix Wear launched a crowdfunding campaign in 2015 with the objective of raising CND 30’000 to develop its Evolution bra project. In May 2016, eight months later, the campaigns on Kickstarter and Indiegogo were said to have raised more than CND 1.5m from 19’000 backers. The bra features a patented bonded construction that eliminates the need for underwires as well as four-way stretch for greater comfort. Expansion into the UK market is already underway.
The success of the campaign suggests that the bra benefits from competitive advantages that will allow it to win substantial sales volume from established brands.