325. Emma Grede, Multi-Billion Dollar Brand Founder on Mastering Your Craft + Building Cult-Like Brands

Strategic Partnerships

Emma Grede's collaboration with Khloé Kardashian for Good American exemplifies the power of strategic partnerships. Emma's first real business partnership was with Khloé, after having worked with investors in joint ventures. She emphasizes the importance of aligning on core values, which was evident in their shared vision for inclusivity in fashion. Emma recalls their initial conversations about inclusivity, stating, "We were like, okay, we're going to do this. Then what does inclusivity mean? And we were like, all the sizes" 1.

   

Guiding Principles

Emma Grede's business ethics are deeply rooted in her principles, guiding her partnership choices and company decisions. She believes in having specific goals and sticking to them, even when faced with challenges. Emma explains, "The principles of our company are to serve all women. And so if you're missing something and you fill it in, that is just brilliant" 2. This approach has helped Good American maintain its commitment to inclusivity and customer expectations.