.goodamerican cofounders khloekardashian and EmmaGrede talk about bringing the brand's size-inclusivity to life, and their ambitious retail rollout plan.
“Our business has been on fire. We still had amazing growth during COVID[-19]. We gained a lot of customers and market share,” Grede said of Good American, which employs 120 people in its Culver City headquarters.
“What Good American is known for is taking tricky categories — nobody’s like, oh, I can’t wait to go and try on swimsuits today — and innovating in fit and fabrication,” said Grede. “People also love Bosswear for great black pants. The bottoms category, it doesn’t matter if it’s sweats, leather pants, chinos, cords — it works for us.”
While Kardashian, who has 309 million Instagram followers, is still a major factor for Good American, Grede believes the brand has diversified its storytelling.“I think that the family is still so incredibly watched, and their followings have exploded,” she said. “But we’re constantly finding new customers through traditional and influencer talent. We look at the store and our wholesale partners as ways to find new customers. So we’re doing all sorts of things.
“There’s so much work to do, but that’s why a store like this is really important because if you have a lot of different people at the table making decisions about more customers than a traditional narrow set, you’re going to grow a business way quicker. Everything I’ve been involved with is a living, breathing example of that. We’re talking about billions of dollars in value to these brands.”
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