Uppercase has partnered with Knix since 2019, opening nine stores across Canada and the US. Knix, the Canadian intimate apparel brand founded by Joanna Griffiths in 2013, has significant growth by strategically expanding its retail presence. Knix gained recognition for its innovative products, such as leakproof underwear. Uppercase partnered with Knix to experiment with pop-up shops, offering temporary in-person shopping experiences that generated buzz and connected with consumers on a personal level. Expanding beyond intimate apparel, Knix diversified its product range to encompass activewear, swimwear, and loungewear, attracting a broader customer base. Our work together has developed four retail concepts and an expansion from 800sf to a minimum of 2,500sf retail stores. The brand's commitment to body positivity, inclusivity, and addressing women's unique needs helped build a strong sense of community. While Knix originated in Canada, Uppercase helped the brand expand stores into the US and across every major market in Canada.