Good American, cofounded by Khloé Kardashian and Emma Grede, has opened its first location in Atlanta.
Located at Lenox Square mall, it’s a 2,757-square-foot space at 3393 Peachtree Road.
“It’s a super upscale environment, where you get both a lot of locals but also a lot of tourists as well,” Grede said of the area. “So it’s about waiting for those magical spots to pop up and be available…We originally started talking about this [location] about 18 months ago, and finally the day is here.”
Good American is currently fixated on retail expansion, she said, and meeting buyers where they are: “We know that our customers are in Atlanta. We’re always tracking where customers are shopping our brand, whether that’s through wholesale partners or directly on our website.” Retail partners include Nordstrom and Saks Fifth Avenue.
Known for offering size-inclusive denim, sizes 00 to 32 plus, the business attracts all ages, said Grede. “We have customers in pretty much every decade.” (Denim is sourced globally, including from Turkey, China and the U.S.)
Good American, which has grown to include apparel and swim, opened its first retail location at Westfield Century City Mall in Los Angeles, before expanding to Las Vegas at The Forum Shops at Caesars Palace and Newport Beach, Calif., at Fashion Island mall.
The new store in Atlanta features size-inclusive fitting rooms, hangers with customizable notches to accommodate merchandise of all sizes, and a more curated approach to product display.
“This is the first time that you’ll find much more cohesive merchandising coves that allow us to tell a story of the product in a more intentional way,” said Grede. “I think what we see is that customers come to Good American for a full outfit. So we really want to be able to sell them the jeans and the top and the third piece, and perhaps a belt or an accessory. This store is really allowing us to do that in a way that we haven’t before.”
Of denim styles, she said baggy and straight are split 25 percent in sales, while skinny denim makes up 50 percent.
“That’s a huge swing from where we were even 18 months ago,” Grede added. “And so denim is still the key driver of the business, but the fit profile has completely changed.”
Good American plans to open another store this year, Grede confirmed, staying mum on details.
