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 extra 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 just below 2,000 sq. ft of promoting house, is situated within the Lenox Sq. procuring heart.

One other retailer will open early in the summertime within the Westfield Topanga heart 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 procuring heart in Newport Seashore, Calif.

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

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

“There are some issues that you just’ll see in each store we’ve got, akin to our iconic blue denim wall, and there’s an analogous move,” Richmond stated. “And in Atlanta, there’s that very same thread however we created a distinct design. We’ve added new fixtures, rugs, new mannequins, woods with completely different textures. We’ve added heat to the atmosphere, but it surely nonetheless seems like Good American. MG2’s design is a giant evolution from the place we had been. The house feels very refined and splendid, but it surely nonetheless is sensible for our up to date worth 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 development into extra classes, akin to belts, which had been launched final 12 months.

Different options of the brand new retail design embrace:

“We created customized molds for mannequins, as a result of we couldn’t discover available in the market any representations of the our bodies that we needed,” Richmond stated. “So we created 4 customized our bodies particularly for our suits 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 serious approach. “We have now an unimaginable quantity of denim choice in our shops,” stated Richmond. “We cherished the problem of determining how do we stock our total 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 straightforward feat to current it in a approach that it’s accessible to prospects of all sizes.”

Fifty % of the Good American assortment is denim; 47 % is ready-to-wear, which incorporates tops, bottoms, clothes, jackets and outerwear, and three % is belts. In denim, there’s a complete of about 100 types, suits and washes. The gathering total gives informal, work and fashion-forward seems 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 have now a jean known as the Good Ease that has been actually robust for us.”

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

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

In denim, sizes run from double zero to 32. In rtw, sizes vary from additional small to 5XL. “The flexibility to serve everybody has all the time been a part of our model DNA. You’ll all the time discover the total dimension vary in our retail areas,” 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 be sure that we create types that work fantastically on all physique varieties. That’s the denim house we reside 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 need to be sure that we’ve got a jean or ready-to-wear that makes her really feel that approach.”

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 up to date ground. Other than Macy’s, the eight-year-old model has concessions and wholesale accounts world wide, 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 number of premium style manufacturers.