Emma Grede

Emma Findlay Grede is a British entrepreneur and fashion executive who co-founded Good American, the size-inclusive denim brand that achieved $1 million in first-day sales in 2016.^[1] She serves as founding partner and chief product officer of Skims, the shapewear company valued at $4 billion.^[9]

Grede dropped out of London College of Fashion at 16 and built her career in talent management before launching ITB Worldwide, a London-based entertainment marketing agency that was acquired by Rogers & Cowan in 2018.^[7] She has since co-founded four companies, including cleaning products brand Safely with Kris Jenner in 2021.^[4]

Forbes has recognized Grede among America's Richest Self-Made Women since 2022.^[1] She was awarded the CFDA Innovation Award in 2022, the first such award presented by Amazon Fashion.^[1]

Emma Findlay Grede was born September 23, 1982, in Plaistow, East London.^[8] She was raised by her single mother, Jenny-Lee Findlay, who worked at Morgan Stanley.^[5] Her father is Trinidadian, and she was raised by a Jamaican stepfather.^[8]

Grede began working at age 12, delivering newspapers, and left high school at 15 to pursue her career.^[7] She briefly attended London College of Fashion from 1998 to 1999 before dropping out.^[7] She was diagnosed with severe dyslexia in her mid-twenties.^[8]

Early career (1999–2008)

After leaving college, Grede worked at Quintessentially, a luxury concierge company, from 1999 to 2000.^[8] She then joined Inca Productions as a fashion show and events producer, managing endorsements for brands including Vivienne Westwood and Mercedes-Benz from 2000 to 2008.^[8]

ITB Worldwide (2008–2018)

In 2008, Grede co-founded ITB Worldwide, a talent management and entertainment marketing agency based in London.^[8] The agency expanded globally with operations in London, Paris, and New York before attempting a Los Angeles expansion that failed.^[6] Rogers & Cowan acquired ITB Worldwide in 2018.^[7]

Good American (2016–present)

Grede co-founded Good American with Khloé Kardashian in 2016, launching the size-inclusive denim brand with $1 million in first-day sales.^[1] The brand offers sizes 00-32 and requires retail partners to carry the full size range in the same department.^[8] Good American generated over $200 million in revenue in 2022.^[2]

Industry partners initially told Grede the company would be "out of money and out of business in three months," according to her 2026 CNBC interview.^[6] The brand has since expanded beyond denim into ready-to-wear, swim, shoes, and activewear.^[8]

Skims and other ventures (2019–present)

In 2019, Grede became founding partner and chief product officer of Skims, the shapewear and loungewear brand co-founded with Kim Kardashian.^[9] The company reached a $4 billion valuation.^[9]

Grede co-founded Safely, a plant-based cleaning products brand, with Kris Jenner in 2021.^[4] The brand entered retail partnerships including Bed Bath & Beyond.^[4]

Forbes has included Grede on its America's Richest Self-Made Women list since 2022.^[1] She received the CFDA Innovation Award in 2022, the first such award presented by Amazon Fashion.^[1] Glossy named her to its Glossy 50 list in 2022.^[1]

Grede hosts the podcast "Aspire with Emma Grede" and serves on the Obama Foundation's board of directors.^[9][10]

Grede married Swedish entrepreneur Jens Grede in 2008.^[8] They have four children: Grey, Lola, and twins Lake and Rafferty.^[8] The family moved from London to Los Angeles when Grede launched Good American, leaving behind established family infrastructure in the UK.^[6]