Khloé Kardashian, thus expands his inclusive denim empire

The firm of Denim Inclusive Good American, co -founded by Khloé Kardashian and the British businesswoman Emma Gred, has officially crossed the rock mountains. On March 28, the brand opened its first store in the east of the United States, in the emblematic Lenox Square de Atlanta shopping center, a key step in its omnichannel growth strategy.

Founded in 2016 with a clear promise-create fashion that embraces all bodies, not only those who historically dominate the catwalks-Good American has evolved from a bold e-commerce to a relevant player within the contemporary fashion segment in the US Fashion and traditional luxury. He does it with a proposal that not only sells garments, but also values: inclusion, sustainability and female empowerment.

Khloé Kardashian, an expansion with intention

Atlanta’s choice was not accidental. In the words of Emma Grede, CEO and strategic architect of the growth of Good American, “Atlanta has always been a key market for the brand. His energy, diversity and sophistication are aligned with our principles and with our commitment to redefine the experience of the retail.”

With more than 2,700 square feet, the new store was designed by the New York MG2 study and conceived as more than a point of sale: it is an immersive space that seeks to educate, inspire and celebrate body diversity. All personnel receive specific training on the brand-even approach to the brand, which has been a differentiating seal since its birth.

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This opening marks the fourth physical store of Good American, after those located in Los Angeles, Las Vegas and Newport Beach, in California. Unlike other firms that still cling exclusively to the digital channel, Good American is committed to a measured physical expansion, prioritizing markets where the emotional connection with the consumer can translate into brand loyalty.

Of disruptive start-up to B corp with global vision

Good American was born as a direct response to the lack of representation in fashion. Its certification as a company B Corp places it within a small elite of companies committed not only to economic growth, but also with social and environmental impact. In an industry where only 2% of brands have this seal, the ethical positioning of Good American charges even more relevance.

In addition, the leadership of Emma Grede – first black woman in being part of the cast of program investors Shark Tank and current president of Skims, Kim Kardashian’s sister brand – represents a case study in itself: an executive who has managed to convert pop culture into an engine of business transformation.

Direct competition and territory of Khloé Kardashian

The arrival of Good American to Lenox Square intensifies competition in an increasingly competitive segment. Levi’s, with more than a century of experience and more accessible prices, will also open a store in the same shopping center. But the comparison, more than a challenge, seems to underline the uniqueness of Good American proposal: while Levi’s sells history, Good American sells a new narrative about what it means to see (and feel) well in denim.

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Atlanta is consolidated as well as Kardashian territory: Skims, the Kim Kardashian brand valued at more than 4,000 million dollars, also chose this enclave for one of its first physical stores.

What follows for Good American?

With the support of a powerful branding and a growing basis of loyal consumers, the brand aims to become one of the referents of the new accessible and inclusive luxury. Its territorial expansion strategy seems to follow the pulse of the most diverse and dynamic markets in the US, with the potential to climb internationally.

In an increasingly saturated fashion panorama, Good American not only sells jeans: it sells a modern vision of success, where inclusion is not a trend, but a business base.