Emma Grede

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Emma Grede
Born
Emma Findlay

(1982-09-23) 23 September 1982 (age 41)
London, England
EducationLondon College of Fashion (did not graduate)
Occupation(s)Co-founder & CEO, Good American
Years active2007–
SpouseJens Grede
Children4[1]

Emma Findlay Grede (born 1982) is a British businesswoman, entrepreneur and fashion designer. She is the CEO and co-founder of the denim company Good American, a founding partner of Skims, and co-founder of Safely.[2]

Early life[edit]

Grede was born and raised in the Plaistow neighborhood East London, England.[3][4] She is the daughter of Jenny-Lee Findlay, a white English mother who worked for Morgan Stanley and a Black Jamaican and Trinidadian father.[5][6][7] Raised by her single mother, she has three younger sisters, Charlotte, Rachelle, and Katie-Beth.[7]

Starting as a teenager, Emma began working at a number of odd jobs, including delivering newspapers, which she credits for teaching her perseverance and discipline.[8] She regularly saved her earnings to purchase magazines like Elle and Vogue and has noted that the fashion industry was a form of escapism for her.[2][9][10][11]

At age 16, Grede enrolled at the London College of Fashion, where she also secured internships at places like Gucci.[4][7] However, in order to pursue her career, she withdrew from school before completing her degree, noting that "It was the right decision for me."[7]

Career[edit]

Entrepreneurship[edit]

After leaving college, Grede worked for Quintessentially, a concierge company, before joining Inca Productions as a fashion show and events producer.[7][12] In 2008 at age 26, Grede founded and was CEO of Independent Talent Brand (ITB) Worldwide, a London-based talent management and entertainment marketing agency [13][4][14][15] Ten years later, ITB was acquired by Rogers & Cowan for an undisclosed amount, and Grede exited the company.[14]

Around 2015, Grede proposed an idea for a denim company to Kris Jenner, whom she met during Paris Fashion Week, explaining that she wanted to partner with Jenner's daughter, Khloé Kardashian.[12][16] Grede and Kardashian launched Good American in 2016, as a women's clothing company focused on size inclusivity and body positivity with Grede as CEO.[3][4] The company sold a million dollars of denim merchandise on opening day.[11] Good American expanded from strictly selling denim jeans to include dresses, activewear, tops, swimwear, sleepwear, and shoes in its line.[4][12] The company also invented the size 15 jean—in between 14 and 16—to accommodate more body types.[12][17]

Grede is a founding partner of Skims, a shapewear brand co-founded by her husband Jens Grede and Kim Kardashian in 2019. Grede is the company's chief product officer.[4] Along with Kris Jenner and Chrissy Teigen, Grede also co-founded Safely, a brand of plant-based cleaning and self-care products that launched in March 2021.[18][19] Emma conceived of the company during the COVID-19 pandemic, as she desired products that would be safe for her own family.[20] To that end, Safely's mission is "to rid American homes of harsh toxins with plant-powered products."[20]

With an estimated net worth of over $300 million, Grede has 8% stake in Skims, 23% stake in Good American, and 22% stake in Safely.[11]

Philanthropy[edit]

Emma Grede regularly addresses the need for more diverse representation amongst CEOs and entrepreneurs and has used her influence to create opportunities for people of color, specifically.[21] Grede is a guest shark on the first episode of season 13 and the fourteenth episode of season 14 of the reality television series Shark Tank.[22] She is the first black woman investor on the show. In 2024 she became a guest dragon on the 21st series of Dragons' Den (British TV programme).[23]

Grede also is chairwoman of the 15 Percent Pledge, an initiative for retailers to reserve 15% of their shelf space for black-owned businesses.[2] Designer Aurora James spearheaded the movement after being inspired following the murder of George Floyd in 2020 and subsequent protests.[24] By 2022, the nonprofit helped black business owners generate $10 billion in revenue.[25]

Recognition[edit]

In November 2022, Emma, husband Jens Grede, and Kim Kardashian won the first Innovation Award presented by Amazon Fashion for Skims at the CFDA Awards in New York. With an estimated net worth of $320 million by 2023, Forbes magazine identified Grede as one of the Richest Self-Made Women in America.[26]

Personal life[edit]

Grede is married to Jens Grede, the Swedish co-founder of Skims and denim brand, Frame.[2] The couple moved to Bel Air, Los Angeles in 2017, and they have four children together.[27][28][29]

In her mid-twenties, Grede learned that she is "super-dyslexic."[10]

References[edit]

  1. ^ Johansson, Victor (7 February 2022). ""Råder alla vänner att gifta sig med en svensk"". Svenska Dagbladet.
  2. ^ a b c d Lodi, Marie (5 October 2021). "The British Powerhouse Behind Good American". Bustle. Retrieved 7 October 2021.
  3. ^ a b Murray, Daisy (20 June 2021). "Emma Grede Is The Celebrity Fashion Brand Mogul With The Midas Touch". Elle. Retrieved 27 September 2021.
  4. ^ a b c d e f Mamona, Sheilla (30 June 2021). "From East London to Bel Air: The co-founder of Good American and founding partner of SKIMS shares her recipes for multi-million dollar success". Glamour. Retrieved 27 September 2021.
  5. ^ "Good American's CEO on Being the Only Black Woman in the Room: "I Don't Notice"". 20 February 2018.
  6. ^ "Good American's Emma Grede Made History As Shark Tank's First Black Woman Investor". Essence. 30 August 2022. Retrieved 3 December 2023.
  7. ^ a b c d e Mahanty, Shannon (17 June 2021). "Emma Grede on building a fashion empire with the Kardashians: 'Ask questions, work really hard and don't be an a***hole'". Evening Standard. Retrieved 4 October 2021.
  8. ^ ‘Shark Tank’ star Emma Grede dispels myth of overnight success, retrieved 3 December 2023
  9. ^ Dawkins, Jennifer Ortakales. "Meet Emma and Jens Grede, the team behind Kim Kardashian's Skims and Kylie Jenner's new clothing line, Khy". Business Insider. Retrieved 3 December 2023.
  10. ^ a b Peters, Maxine. "How savvy businesswoman Emma Grede helped the Kardashian-Jenner family build their billion-dollar empire". You. Retrieved 3 December 2023.
  11. ^ a b c McEvoy, Jemima. "Keeping Up With The Kardashians: Meet The Woman Who Made A Fortune Helping Build The Family's Billion Dollar Business Empire". Forbes. Retrieved 4 December 2023.
  12. ^ a b c d Winn, Layne (12 November 2019). "Good American founder Emma Grede on how she got into business with Khloe Kardashian". ABC News. Retrieved 27 September 2021.
  13. ^ "Case study: How influencers can cut through social noise". 2 March 2015.
  14. ^ a b Day, Andy (10 May 2018). "London based influencer agency ITB Worldwide acquired by Rogers & Cowan". Capital A. Retrieved 1 October 2021.
  15. ^ Segran, Elizabeth (20 February 2018). "Good American's CEO On Being The Only Black Woman In The Room: "I Don't Notice"". Fast Company. Retrieved 1 October 2021.
  16. ^ Singh-Kurtz, Sangeeta (3 November 2023). "The Couple Behind the Skims-Industrial Complex". The Cut. Retrieved 5 December 2023.
  17. ^ "Good American Just Invented a New Size of Jeans to Fix Fit Issues". Harper's BAZAAR. 20 September 2018. Retrieved 5 December 2023.
  18. ^ Green, Penelope (24 March 2021). "Are You Cleaning Enough? Celebrities Want to Help". New York Times. Retrieved 27 September 2021.
  19. ^ McCann, Maile (3 August 2021). "'You've got to be where the customers are': Safely's Emma Grede on entering Bed Bath & Beyond". Modern Retail. Retrieved 27 September 2021.
  20. ^ a b Hagan, Eva (24 October 2023). "How Emma Grede and Kris Jenner's Brand Safely Is Cleaning up the Home Care Industry (Exclusive)". Green Matters. Retrieved 5 December 2023.
  21. ^ Pliska, Jessica (29 March 2021). "For Emma Grede, Purpose-Driven Business Is The Best Kind". Forbes. Retrieved 5 December 2023.
  22. ^ Hipes, Patrick (26 August 2021). "'Shark Tank' Guest Sharks For New Season Include Kevin Hart, Skims And Nextdoor Co-Founders". Deadline. Retrieved 4 October 2021.
  23. ^ Pike, Naomi (9 February 2024). "Meet Emma Grede, the most stylish judge on Dragons' Den". The Times. Retrieved 20 February 2024.
  24. ^ Ogunnaike, Lola (26 October 2022). "How Aurora James Changed Fashion". Town & Country. Retrieved 5 December 2023.
  25. ^ Davis, Dominic-Madori (5 April 2022). "Black Americans represent the fastest-rising class of business owners. Here's how the 15 Percent Pledge aims to help black entrepreneurs generate $1.4 trillion in wealth". Business Insider. Retrieved 5 December 2023.
  26. ^ "Emma Grede". Forbes. Retrieved 3 December 2023.
  27. ^ McClain, James (12 May 2020). "Fashion Designers Jens and Emma Grede Buy $24 Million Bel Air Estate". Variety. Retrieved 4 October 2021.
  28. ^ Pithers, Ellie (12 September 2021). "Good American Co-Founder Emma Grede Has Created A Distinctly English Home In The Middle Of Bel Air". Vogue. Retrieved 4 October 2021.
  29. ^ Heaf, Jonathan (11 May 2022). "Jens and Emma Grede – the brains behind Skims". Financial Times. Retrieved 5 December 2023.
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