| Attribute | Details |
|---|---|
| Full Name | Emma Findlay Grede |
| Date of Birth | September 23, 1982 |
| Age | 42 |
| Birthplace | East London, England |
| Nationality | British |
| Education | London College of Fashion (did not graduate) |
| Current Role | CEO & Co-Founder of Good American |
| Other Roles | Founding Partner of Skims, Co-Founder of Safely |
| Estimated Net Worth | $405 million (Forbes, 2025) |
| Major Stakeholdings | 8% in Skims, 23% in Good American, 22% in Safely |
| Known For | Building inclusive fashion empires with Khloé Kardashian & Kim Kardashian |
| Website | Emma Grede – Forbes Profile |
More than just an inspiration, Emma Grede’s ascent from the working-class boroughs of East London to an estimated net worth of $405 million is a case study in strategic innovation and astute judgment. Grede was raised by a single mother who kept careful tabs on all of her expenses, so she grew up with a strong respect for financial transparency. Even after her business endeavors began to bring in millions, that attitude remained unwavering. Whether it’s a scoop of Erewhon protein powder or an executive budget, she continues to wonder how much everything costs.
Grede was already breaking convention by her mid-twenties. She was a co-founder of ITB Worldwide, an entertainment marketing firm that flourished under her direction before being purchased for an undisclosed amount. That transaction turned into a subdued launching pad for something much larger. She approached Kris Jenner directly with the Good American concept in 2016, armed with a body-positive denim concept and a willingness to stake her claim. That audacious decision resulted in a now-iconic collaboration with Khloé Kardashian.
On its first day of business, Good American made a big splash: $1 million worth of denim was sold. This brand’s intentional emphasis on inclusivity was what made it so innovative. The group created size 15 to bridge the gap between conventional sizes 14 and 16, redefining sizing rather than merely expanding it. Not only was this clever, but it was also incredibly successful in building brand resonance and customer loyalty. Later, while maintaining its commitment to representation, the company grew into activewear, dresses, swimwear, and even shoes.
Grede’s knack for scalable concepts brought her to the company Skims, the shapewear and loungewear giant that she co-founded with Kim Kardashian and her husband Jens Grede. Grede is a key player in product strategy and development, holding an 8% stake and acting as chief product officer. Her involvement is extremely valuable because she can predict consumer needs before they peak. Skims’ equity becomes a financial force unto itself as her valuation soars above $4 billion.
Her third significant business, Safely, was started in collaboration with Kris Jenner and Chrissy Teigen in response to a personal need for safer home goods during the pandemic. Emma had an idea for plant-based cleaners that were both opulent and practical. The company’s mission to purge homes of harmful pollutants is in line with the growing desire for healthier substitutes. Grede cemented her position as a fashion executive and a multifaceted brand developer by acquiring a 22% stake in Safely.
Not everyone has overlooked these actions. Forbes named her one of America’s Richest Self-Made Women in 2024, putting her in exclusive company with businesswomen Rihanna and Tory Burch. Grede, however, does not see wealth as a destination. She sees it as a tool, one that she employs to establish equity for others. She is the chair of the nonprofit organization 15 Percent Pledge, which advocates for retailers to give Black-owned companies shelf space. The program has already brought in $10 billion for underrepresented founders, which has significant implications for the retail industry’s future.
Grede frequently cites risk-taking as the foundation of her entrepreneurial philosophy in talks and interviews. Fear, in her opinion, is a cue—not a warning, but a signpost toward development—and she actively seeks challenges. She once told CNBC, “You have to do things that scare you.” Her early choices, such as hiring elite staff even though she couldn’t match their pay, were influenced by this strategy. She was less concerned with upholding a strict hierarchy and more focused on winning via team excellence.
Her approach to business is frequently characterized as analytical and straightforward. She reportedly keeps a private journal in which she records her victories and failures every quarter in an effort to improve her decision-making skills and maintain self-awareness. Her businesses and her own leadership both benefit from the culture of constant improvement that is fostered by her confidence and introspection.
Not all of the press has been positive despite her success. Her remarks regarding work-life balance were criticized by some as being contemptuous. She sparked controversy when she called out job seekers who bring up work-life balance during interviews as warning signs. Even so, this controversy highlights Grede’s unwavering dedication to excellence and her expectation of the same level of effort from her teams.
Emma Grede’s path is similar to that of some of the most renowned thinkers in contemporary business. She transformed a specialized annoyance into a popular movement, much like Spanx founder Sara Blakely did. Similar to Whitney Wolfe Herd of Bumble, she centered her brand on empowerment and inclusivity. Additionally, she stays remarkably grounded—no matter how much her net worth increases—like many people in the tech or fashion industries who bootstrap their businesses.
