Emma Grede - Revision history

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2025-12-22T12:50:06Z

Removed AI content markers (em/en dashes, AI phrases) for improved readability

← Older revision		Revision as of 07:50, 22 December 2025
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	{{Infobox person		{{Infobox person
	\| name = Emma Grede		\| name = Emma Grede
	\| image =		\| image =
	\| image_size =		\| image_size =
	\| caption =		\| caption =
	\| birth_name = Emma Findlay Grede		\| birth_name = Emma Findlay Grede
	\| birth_date = {{birth date and age\|1982\|9\|23}}		\| birth_date = {{birth date and age\|1982\|9\|23}}
	\| birth_place = [[Plaistow (London)\|Plaistow]], East London, England		\| birth_place = [[Plaistow (London)\|Plaistow]], East London, England
	\| nationality = British, American		\| nationality = British, American
	\| citizenship = United Kingdom, United States		\| citizenship = United Kingdom, United States
	\| education = [[London College of Fashion]] (did not complete degree)		\| education = [[London College of Fashion]] (did not complete degree)
	\| occupation = Entrepreneur, fashion designer, investor		\| occupation = Entrepreneur, fashion designer, investor
	\| years_active = ~~2000s–present~~		\| years_active = 2000s-present
	\| title = CEO; Co-founder		\| title = CEO; Co-founder
	\| company = [[Good American]]; [[Skims]]; Safely		\| company = [[Good American]]; [[Skims]]; Safely
	\| spouse = {{marriage\|Jens Grede}}		\| spouse = {{marriage\|Jens Grede}}
	\| children = 4		\| children = 4
	\| net_worth = $320 million (2023)		\| net_worth = $320 million (2023)
	\| signature =		\| signature =
	}}		}}

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	=== Early work ethic ===		=== Early work ethic ===

	Starting as a teenager, Grede began working at various odd jobs, including delivering newspapers. She credits these early work experiences for teaching her perseverance and ~~discipline—qualities~~ that would prove essential in her later entrepreneurial career.		Starting as a teenager, Grede began working at various odd jobs, including delivering newspapers. She credits these early work experiences for teaching her perseverance and discipline - qualities that would prove essential in her later entrepreneurial career.

	She regularly saved her earnings to purchase fashion magazines like ''[[Elle (magazine)\|Elle]]'' and ''[[Vogue (magazine)\|Vogue]]'', developing an early passion for fashion that would shape her career. Grede has noted that the fashion industry was a form of escapism for her, providing a window into a world of glamour and possibility beyond her East London circumstances.		She regularly saved her earnings to purchase fashion magazines like ''[[Elle (magazine)\|Elle]]'' and ''[[Vogue (magazine)\|Vogue]]'', developing an early passion for fashion that would shape her career. Grede has noted that the fashion industry was a form of escapism for her, providing a window into a world of glamour and possibility beyond her East London circumstances.
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	=== Launch success ===		=== Launch success ===

	Good American sold $1 million of denim merchandise on opening ~~day—an~~ extraordinary launch that validated both the concept and the Kardashian marketing partnership. The immediate success demonstrated consumer demand for size-inclusive premium denim.		Good American sold $1 million of denim merchandise on opening day - an extraordinary launch that validated both the concept and the Kardashian marketing partnership. The immediate success demonstrated consumer demand for size-inclusive premium denim.

	=== Size innovation ===		=== Size innovation ===

	Good American invented the size 15 ~~jean—a~~ size between 14 and ~~16—to~~ accommodate body types that fell between standard sizes. This innovation exemplified the company's commitment to genuine inclusivity rather than simply extending existing size ranges.		Good American invented the size 15 jean - a size between 14 and 16 - to accommodate body types that fell between standard sizes. This innovation exemplified the company's commitment to genuine inclusivity rather than simply extending existing size ranges.

	=== Product expansion ===		=== Product expansion ===
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	=== 15 Percent Pledge ===		=== 15 Percent Pledge ===

	Grede serves as chairwoman of the [[15 Percent Pledge]], an initiative encouraging retailers to reserve 15% of their shelf space for Black-owned businesses. The movement was ~~spearheaded~~ by designer [[Aurora James]] following the [[murder of George Floyd]] in 2020 and subsequent protests.		Grede serves as chairwoman of the [[15 Percent Pledge]], an initiative encouraging retailers to reserve 15% of their shelf space for Black-owned businesses. The movement was led by designer [[Aurora James]] following the [[murder of George Floyd]] in 2020 and subsequent protests.

	By 2022, the nonprofit had helped Black business owners generate $10 billion in revenue, demonstrating the significant economic impact of increased retail representation.		By 2022, the nonprofit had helped Black business owners generate $10 billion in revenue, demonstrating the significant economic impact of increased retail representation.
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	=== Product innovation ===		=== Product innovation ===

	Rather than simply replicating existing products, Grede emphasizes genuine ~~innovation—whether~~ through new sizing approaches (like Good American's size 15) or expanded color ranges (like Skims' skin tone offerings).		Rather than simply replicating existing products, Grede emphasizes genuine innovation - whether through new sizing approaches (like Good American's size 15) or expanded color ranges (like Skims' skin tone offerings).

	== Recognition ==		== Recognition ==
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	== Legacy ==		== Legacy ==

	Emma Grede's legacy ~~encompasses~~ several dimensions:		Emma Grede's legacy includes several dimensions:

	'''In fashion''': Good American and Skims have demonstrated that size-inclusive fashion can be both commercially successful and culturally influential, challenging the fashion industry's historic neglect of larger sizes.		'''In fashion''': Good American and Skims have demonstrated that size-inclusive fashion can be both commercially successful and culturally influential, challenging the fashion industry's historic neglect of larger sizes.

Maintenance script: Created comprehensive article: Good American CEO, Skims co-founder, Shark Tank guest shark, first mixed-race woman investor, Kardashian business partner

2025-12-16T18:30:14Z

Created comprehensive article: Good American CEO, Skims co-founder, Shark Tank guest shark, first mixed-race woman investor, Kardashian business partner

New page

{{Infobox person
| name = Emma Grede
| image =
| image_size =
| caption =
| birth_name = Emma Findlay Grede
| birth_date = {{birth date and age|1982|9|23}}
| birth_place = [[Plaistow (London)|Plaistow]], East London, England
| nationality = British, American
| citizenship = United Kingdom, United States
| education = [[London College of Fashion]] (did not complete degree)
| occupation = Entrepreneur, fashion designer, investor
| years_active = 2000s–present
| title = CEO; Co-founder
| company = [[Good American]]; [[Skims]]; Safely
| spouse = {{marriage|Jens Grede}}
| children = 4
| net_worth = $320 million (2023)
| signature =
}}

'''Emma Findlay Grede''' (born 23 September 1982) is a British-American businesswoman, entrepreneur, and fashion designer known for her business ventures in partnership with members of the [[Kardashian family]]. She is the [[chief executive officer]] and co-founder of [[Good American]], a denim and clothing company she launched with [[Khloé Kardashian]] in 2016, a founding partner and chief product officer of [[Skims]], a shapewear brand co-founded by [[Kim Kardashian]], and co-founder of Safely, a plant-based cleaning products company.

Grede has appeared as a guest "shark" on the ABC television series ''[[Shark Tank]]'', becoming the first [[mixed-race]] woman investor on the show. In 2024, she also appeared as a guest "dragon" on the 21st series of the UK programme ''[[Dragons' Den (British TV series)|Dragons' Den]]''. As chairwoman of the [[15 Percent Pledge]], she has advocated for retailers to reserve 15% of their shelf space for Black-owned businesses.

According to ''[[Forbes]]'' magazine, Grede had an estimated net worth of $320 million by 2023, identifying her as one of the Richest Self-Made Women in America. She holds an 8% stake in Skims, a 23% stake in Good American, and a 22% stake in Safely.

== Early life ==

=== Childhood in East London ===

Emma Findlay Grede was born on 23 September 1982 in the [[Plaistow (London)|Plaistow]] neighborhood of [[East London]], England. She was raised by her single mother, Jenny-Lee Findlay, a white English woman who worked for [[Morgan Stanley]].

Her father was of [[Black British|Black]] [[Jamaican people|Jamaican]] and [[Trinidad and Tobago|Trinidadian]] heritage, making Emma of mixed-race background in a predominantly white area of East London. She has three younger sisters: Charlotte, Rachelle, and Katie-Beth.

=== Early work ethic ===

Starting as a teenager, Grede began working at various odd jobs, including delivering newspapers. She credits these early work experiences for teaching her perseverance and discipline—qualities that would prove essential in her later entrepreneurial career.

She regularly saved her earnings to purchase fashion magazines like ''[[Elle (magazine)|Elle]]'' and ''[[Vogue (magazine)|Vogue]]'', developing an early passion for fashion that would shape her career. Grede has noted that the fashion industry was a form of escapism for her, providing a window into a world of glamour and possibility beyond her East London circumstances.

=== Education ===

At age 16, Grede enrolled at the [[London College of Fashion]], demonstrating early commitment to a career in the fashion industry. While at the college, she secured internships at prestigious fashion houses including [[Gucci]].

However, in order to pursue her career more directly, she withdrew from school before completing her degree. She has described the decision as "the right decision for me," prioritizing practical experience and opportunities over formal credentials.

== Early career ==

=== Quintessentially ===

After leaving college, Grede worked for Quintessentially, a luxury concierge company that caters to high-net-worth individuals. This role provided exposure to the world of luxury goods and services and the expectations of wealthy clients.

=== Inca Productions ===

She then joined Inca Productions as a fashion show and events producer, gaining experience in organizing and executing high-profile fashion events. This work provided understanding of fashion industry logistics and relationships.

=== ITB Worldwide ===

In 2008, at age 26, Grede co-founded Independent Talent Brand (ITB) Worldwide, a London-based talent management and entertainment marketing agency. The agency worked at the intersection of talent, brands, and marketing, helping celebrities and their partners maximize commercial opportunities.

Grede served as CEO of ITB, leading the company through a decade of growth. In 2018, ITB was acquired by Rogers & Cowan for an undisclosed amount, with Grede and the other founding shareholders (including her husband Jens Grede, Erik Torstensson of Frame denim, and Independent Talent Group) exiting as part of the agreement.

The successful exit from ITB provided both capital and credibility for Grede's subsequent ventures.

== Good American ==

=== Founding ===

Around 2015, Grede developed an idea for a denim company focused on size inclusivity and body positivity. She met [[Kris Jenner]] during [[Paris Fashion Week]] and proposed partnering with Jenner's daughter, [[Khloé Kardashian]], to launch the brand.

In 2016, Grede and Kardashian launched [[Good American]], with Grede serving as CEO. The company's founding mission was to create high-quality denim that fit and flattered women of all sizes, addressing a gap in the market that Grede had identified.

=== Launch success ===

Good American sold $1 million of denim merchandise on opening day—an extraordinary launch that validated both the concept and the Kardashian marketing partnership. The immediate success demonstrated consumer demand for size-inclusive premium denim.

=== Size innovation ===

Good American invented the size 15 jean—a size between 14 and 16—to accommodate body types that fell between standard sizes. This innovation exemplified the company's commitment to genuine inclusivity rather than simply extending existing size ranges.

=== Product expansion ===

While starting with denim, Good American has expanded to include:

* Dresses
* Activewear
* Tops
* Swimwear
* Sleepwear
* Shoes

This expansion transformed Good American from a denim brand into a full lifestyle clothing company while maintaining its size-inclusive philosophy.

== Skims ==

=== Founding partnership ===

Grede is a founding partner of [[Skims]], a shapewear and clothing brand co-founded by her husband Jens Grede and [[Kim Kardashian]] in 2019. Grede serves as the company's chief product officer, responsible for product development and design.

The company has grown rapidly, becoming one of the most successful shapewear brands in the market. Skims' approach combines celebrity marketing power with genuine product innovation, offering shapewear in an unprecedented range of sizes and skin tones.

=== CFDA Innovation Award ===

In November 2022, Emma, her husband Jens Grede, and Kim Kardashian won the first Innovation Award presented by [[Amazon]] Fashion at the [[Council of Fashion Designers of America|CFDA]] Awards in New York for Skims. The award recognized the brand's innovative approach to shapewear and inclusive sizing.

== Safely ==

=== Founding during pandemic ===

Along with Kris Jenner and [[Chrissy Teigen]], Grede co-founded Safely, a brand of plant-based cleaning and self-care products that launched in March 2021. Emma conceived of the company during the [[COVID-19 pandemic]], seeking products that would be safe for her own family.

Safely's mission is "to rid American homes of harsh toxins with plant-powered products," combining environmental consciousness with health concerns about chemical cleaning products.

== Off Season ==

In January 2025, Grede teamed up with fashion designer [[Kristin Juszczyk]] to launch apparel brand Off Season in collaboration with the [[NFL]] and [[Fanatics]], Inc. The partnership brought Grede's fashion expertise to the sports merchandise market.

== Television appearances ==

=== Shark Tank ===

Grede has appeared as a guest "shark" on [[ABC (American TV network)|ABC]]'s ''[[Shark Tank]]'', starting with the first episode of season 13 and the fourteenth episode of season 14. She became the first mixed-race woman investor on the show, bringing representation to the investor panel.

Her appearances on Shark Tank have allowed her to evaluate and potentially invest in a range of consumer products and businesses, extending her influence beyond her own companies.

=== Dragons' Den ===

In 2024, Grede appeared as a guest "dragon" on the 21st series of the UK programme ''[[Dragons' Den (British TV series)|Dragons' Den]]'', bringing her expertise to the original British version of the business investment show format.

== Philanthropy ==

=== 15 Percent Pledge ===

Grede serves as chairwoman of the [[15 Percent Pledge]], an initiative encouraging retailers to reserve 15% of their shelf space for Black-owned businesses. The movement was spearheaded by designer [[Aurora James]] following the [[murder of George Floyd]] in 2020 and subsequent protests.

By 2022, the nonprofit had helped Black business owners generate $10 billion in revenue, demonstrating the significant economic impact of increased retail representation.

=== Social impact advocacy ===

Grede regularly addresses the need for more diverse representation among CEOs and entrepreneurs and has used her influence to create opportunities for people of color. Her own success as a mixed-race woman entrepreneur provides representation and inspiration.

== Personal life ==

=== Marriage and family ===

Grede is married to [[Jens Grede]], a Swedish entrepreneur who co-founded Skims and the denim brand [[Frame (brand)|Frame]]. The couple combines professional collaboration with their personal relationship, working together on multiple business ventures.

In 2017, the couple moved to [[Bel Air, Los Angeles]], establishing their family base in California. They have four children together.

=== Neurodiversity ===

In her mid-twenties, Grede learned that she is "super-dyslexic." Rather than viewing this as a limitation, she has openly embraced her neurodiversity, crediting it with contributing to her creative problem-solving and innovative business approach.

In interviews, Grede has emphasized how being dyslexic pushed her to think differently and approach challenges from unique perspectives, viewing it as an asset in entrepreneurship rather than an obstacle.

== Business philosophy ==

=== Size inclusivity ===

Central to Grede's business philosophy is the belief that fashion should serve all body types, not just a narrow range of sizes. Good American's size-inclusive approach demonstrated that there is significant commercial opportunity in serving customers who have been overlooked by traditional fashion brands.

=== Celebrity partnerships ===

Grede has demonstrated expertise in partnering with celebrities to launch and grow brands. Her relationships with the Kardashian-Jenner family have been particularly valuable, combining her operational and product expertise with their marketing reach.

=== Product innovation ===

Rather than simply replicating existing products, Grede emphasizes genuine innovation—whether through new sizing approaches (like Good American's size 15) or expanded color ranges (like Skims' skin tone offerings).

== Recognition ==

=== Forbes ranking ===

''Forbes'' magazine identified Grede as one of the Richest Self-Made Women in America, with an estimated net worth of $320 million by 2023.

=== Industry recognition ===

The CFDA Innovation Award for Skims in 2022 represented industry recognition of the brand's contributions to fashion innovation.

== Legacy ==

Emma Grede's legacy encompasses several dimensions:

'''In fashion''': Good American and Skims have demonstrated that size-inclusive fashion can be both commercially successful and culturally influential, challenging the fashion industry's historic neglect of larger sizes.

'''In celebrity business partnerships''': Grede's partnerships with the Kardashian-Jenner family have created a template for how celebrities and experienced operators can collaborate to build substantial businesses.

'''In representation''': As a mixed-race woman entrepreneur and investor, Grede provides representation in business and media spaces where diversity has historically been limited.

'''In philanthropy''': Her work with the 15 Percent Pledge has helped generate billions in revenue for Black-owned businesses.

== See also ==

* [[Good American]]
* [[Skims]]
* [[Shark Tank]]
* [[Khloé Kardashian]]
* [[Kim Kardashian]]
* [[15 Percent Pledge]]

== References ==

{{reflist}}

== External links ==

* [https://www.goodamerican.com/ Good American]
* [https://skims.com/ Skims]

[[Category:Chief executive officers]]
[[Category:1982 births]]
[[Category:Living people]]
[[Category:British businesspeople]]
[[Category:American businesspeople]]
[[Category:British fashion designers]]
[[Category:Shark Tank]]
[[Category:People from East London]]
[[Category:British people of Jamaican descent]]
[[Category:People with dyslexia]]
[[Category:Women chief executives]]