Essity finalises acquisitions of Modibodi and Knix

Essity finalises acquisitions of Canadian company Knix and Australian company Modibodi.

Hygiene and health company Essity has finalised the acquisitions of Canadian company Knix and Australian company Modibodi, both leading providers of leakproof apparel for periods and incontinence.

Essity has acquired 80 per cent of the shares in Knix, which offers a broad assortment of intimate apparel with leading positions in the growing leakproof apparel category.

The company has a strong presence in the US and Canada and sells mainly direct-to-consumer through online channels.

Founder and CEO, Joanna Griffiths, holds the remaining 20 per cent share and stays on as president of Knix.

Modibodi, founded in 2013, provides leakproof apparel for periods and incontinence including underwear, swimwear, activewear, and maternity wear.

The company has a strong presence in Australia, New Zealand, and the UK and operates an online, direct-to-consumer business model, with growing sales in retail and through e-tailers.

At the time of the acquisition, Magnus Groth, president and CEO of Essity, said Modibodi strengthens Essity’s position in leakproof apparel and enables faster growth within better-for-you, better-for-the-planet solutions.

“Modibodi has the qualities we are looking for with leading market positions, strong brand and sustainability credentials as well as excellent digital marketing and e-commerce capabilities.”

The company operates an online, direct-to-consumer business model, with growing sales in retail and through e-tailers.

In 2021, the company reported net sales of AUD $56.7m and a sales growth of 18 per cent.

Knix will be consolidated into Essity’s accounts as of September 1, 2022, and Modibodi as of August 1, 2022.

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