Khloé Kardashian’s Good American Model Advances Its Retail Agenda

Good American, the denim-centric model cofounded by Khloé Kardashian and Emma Grede, has revved up its retail agenda with further freestanding shops and shops-in-shop within the works.

The model additionally has a brand new retailer design created in affiliation with the worldwide structure and design agency MG2.

MG2 started growing the revolutionary idea initially with a shop-in-shop opened in October at Selfridges in London, and subsequently finessed the format for the freestanding retailer opened final week in Atlanta, the model’s first retailer within the metropolis. The two,757-square-foot unit, with slightly below 2,000 sq. toes of promoting house, is positioned within the Lenox Sq. buying middle.

One other retailer will open early in the summertime within the Westfield Topanga middle in Canoga Park, Calif. Good American operates three different shops, in Caesars Discussion board in Las Vegas, on the Century Metropolis mall in Los Angeles, and within the Trend Island buying middle in Newport Seashore, Calif.

“We’ve received quite a lot of initiatives deliberate for this 12 months and subsequent 12 months,” Bree Richmond, Good American’s vice chairman of retail, advised WWD.

Past Topanga, Richmond stated, “I’m not able to share any particular places but, however extra retail is coming and we’re actually enthusiastic about our subsequent wave of progress.”

“There are some issues that you just’ll see in each store we’ve got, comparable to our iconic blue denim wall, and there’s an analogous movement,” Richmond stated. “And in Atlanta, there’s that very same thread however we created a special design. We’ve added new fixtures, rugs, new mannequins, woods with totally different textures. We’ve added heat to the atmosphere, however it nonetheless looks like Good American. MG2’s design is an enormous evolution from the place we have been. The house feels very refined and opulent, however it nonetheless is sensible for our modern value level.”

“The Atlanta retailer is an articulation of the model’s consideration to element,” stated Melissa Gonzalez, principal of MG2.

She stated the brand new retailer design is best suited to accommodate Good American’s progress into further classes, comparable to belts, which have been launched final 12 months.

Different options of the brand new retail design embody:

“We created customized molds for mannequins, as a result of we couldn’t discover out there any representations of the our bodies that we needed,” Richmond stated. “So we created 4 customized our bodies particularly for our matches and our sizes, and there are additionally 4 customized pores and skin tones.”

Good American is well-known for its inclusive, expansive denim assortment, which factored into the brand new retailer design in a significant method. “We’ve got an unbelievable quantity of denim choice in our shops,” stated Richmond. “We liked the problem of determining how do we stock our complete dimension vary within the retailer. It’s a small footprint, however from a merchandising technique, there’s a breadth of dimension choices. So it’s no simple feat to current it in a method that it’s accessible to prospects of all sizes.”

Fifty p.c of the Good American assortment is denim; 47 p.c is ready-to-wear, which incorporates tops, bottoms, clothes, jackets and outerwear, and three p.c is belts. In denim, there’s a complete of about 100 kinds, matches and washes. The gathering total affords informal, work and fashion-forward appears to be like for teenage and grownup ladies. All the garments are designed in-house in Los Angeles.

“We’re beginning to see the shift right into a wider-leg denim versus skinny,” Richmond stated. “The market has actually moved from skinny right into a extra relaxed or wider leg. We’ve got a jean referred to as the Good Ease that has been actually robust for us.”

Bestsellers contains Good American’s “Gentle Tech” supersoft denim that holds its form.

Given the complexity of the denim providing, Good American just lately piloted a four-day coaching program in Atlanta, the “Denim College,” to make sure retailer associates have been outfitted with product data to greatest serve prospects.

In denim, sizes run from double zero to 32. In rtw, sizes vary from further small to 5XL. “The power to serve everybody has at all times been a part of our model DNA. You’ll at all times discover the complete dimension vary in our retail places,” Richmond stated.

Whereas denim is ubiquitous throughout the retail panorama, Richmond believes there’s room to succeed. “It’s a aggressive market, however I wouldn’t say it’s saturated. We keep tremendous centered on the denim that we do, which is the full-size vary. We actually ensure that we create kinds that work fantastically on all physique sorts. That’s the denim house we stay in. We obsess over each element with the denim, and we actually maintain our model promise true, that we create denim for everyone. All ladies ought to really feel assured, and we wish to be sure we’ve got a jean or ready-to-wear that makes her really feel that method.”

In yet one more brick-and-mortar maneuver, Good American in mid-March launched inside 36 Macy’s doorways, and the model’s presence at Macy’s will develop to a complete of 79 doorways within the fall. At Macy’s Herald Sq. flagship in Manhattan, there’s a 450-square-foot Good American store on the modern ground. Other than Macy’s, the eight-year-old model has concessions and wholesale accounts around the globe, at retailers together with Bloomingdale’s and Selfridges.

“Partnering with Macy’s is an thrilling milestone for Good American and a key part of the model’s total retail enlargement technique,” stated Emma Grede, cofounder and chief government officer of Good American, in a press release. “Launching in Macy’s reinforces our dedication to assembly our prospects the place they’re at, contemplating we’re seeing increasingly prospects wanting to buy in individual in shops.”

“Emma Grede and her model empower ladies to really feel assured in their very own pores and skin whereas frequently pushing the boundaries to innovate within the denim class and drive the trade to be extra inclusive,” stated Nata Dvir, chief merchandising officer for Macy’s, noting that Good American enhances Macy’s collection of premium trend manufacturers.