A Decade of Disruption: Good American Takes New York and Sets Its Sights on the Future

Ten years ago, the retail landscape looked fundamentally different. The fashion industry was firmly entrenched in rigid size structures, and the concept of “inclusive merchandising”—displaying a full range of sizes on a single rack—was considered a radical, if not impossible, business model. That changed in 2016 when pop-culture icon Khloé Kardashian and brand architect Emma Grede launched Good American. With a disruptive, denim-first strategy, they challenged the status quo, and the market responded in kind: the brand famously eclipsed $1 million in sales on its very first day.

Now, as the company marks a decade of rapid growth and cultural influence, Good American is making a bold, symbolic move: planting its flag in the heart of New York City. This week, the brand opens the doors to its first-ever independent retail presence in the city, a SoHo pop-up that serves as a testament to its evolution from a niche denim label to a comprehensive, multi-category fashion house.

The Evolution of a Fashion Powerhouse

When Good American launched, its mission was clear: to design clothing that fits and flatters women across the entire spectrum, from size 00 to 24. Partnering with Nordstrom, the founders insisted on a revolutionary approach to the sales floor, refusing to segregate "plus-size" offerings from the rest of the collection. This commitment to inclusivity became the bedrock of the brand’s identity.

However, a decade of operation brings both maturation and the necessity of refinement. According to Emma Grede, the brand has spent the last 18 months in a state of deep self-reflection, evaluating its trajectory and ensuring that its expanded product categories—which now include everything from luxury leather to elevated staples—maintain a cohesive brand language.

"You can imagine that when you’ve been in business for 10 years, you try lots of things," Grede said in an interview with Glossy. "Everything should change in the business except the reason you started it in the first place. We are always building on and staying true to our core mission, while evolving the company in an exciting way that lets us reach new customers."

Chronology: From Launchpad to Global Presence

The journey of Good American is a masterclass in modern brand building. Here is the trajectory of the company’s rise:

• 2016: Launch of Good American in partnership with Nordstrom. The brand sets a new industry standard for inclusive sizing and racks up $1 million in sales in 24 hours.
• 2017–2021: The brand experiences hyper-growth, expanding from premium denim into bodysuits, activewear, and tailored essentials.
• 2022: The company achieves a milestone $200 million in annual sales, cementing its status as a major player in the direct-to-consumer (DTC) space.
• 2025: Emma Grede releases her New York Times best-selling book, Start With Yourself, further aligning her personal brand as a business authority with the company’s mission.
• 2026: Good American celebrates its 10th anniversary with a 30% year-over-year sales increase. The brand embarks on a college tour (University of Michigan, UT Austin) to capture the Gen Z demographic.
• October 2026: The brand launches its first standalone New York City pop-up in SoHo, marking a pivot toward high-visibility physical retail.

Supporting Data: By the Numbers

The brand’s success is not merely anecdotal. Good American’s financial health demonstrates that its commitment to inclusivity is a sound, profitable business strategy.

• Revenue Growth: In 2026, the brand saw a 30% year-over-year growth, significantly exceeding internal projections.
• Market Reach: The brand’s demographic has expanded significantly. While it initially targeted the core consumer who followed the Kardashian-Grede influence, it now claims a loyal customer base ranging from 14-year-olds discovering the brand through their mothers to women in their 70s.
• Omnichannel Success: While DTC remains a powerhouse, the company maintains a robust wholesale presence. Nordstrom remains a "vital partner," proving that digital-first brands require a physical footprint to maximize brand equity.
• Retail Footprint: The brand currently operates four permanent brick-and-mortar locations in Las Vegas, Newport Beach, Canoga Park, and Atlanta, with further expansion slated for 2027.

Official Perspectives: The Vision of Emma Grede

Emma Grede’s role as both the architect of Good American and a prominent business leader has provided the brand with a unique competitive advantage. Her "star power"—bolstered by her Aspire podcast, her dinner series "A Seat at the Table," and her bestselling literature—has created a halo effect that draws customers toward her business philosophy.

"There’s definitely a natural connection between the people who follow me and the Good American customer," Grede noted. "When I talk about style, fit, business, or what women want from their clothes, so much of that is reflected in the work I do at Good American. But I always want the relationship with the brand to be about the product. That’s what creates a lasting customer and real loyalty; people are loyal to the fit over everything."

Grede’s philosophy on physical retail is equally pragmatic. While the NYC pop-up is an experimental, temporary space, she views it as an essential tool for gathering "first-hand feedback" and testing the brand’s ability to compete in one of the most demanding fashion markets in the world.

Implications: The Future of Good American

The opening of the SoHo pop-up is more than just a temporary retail activation; it is a clear signal of the brand’s future priorities.

Elevating the Brand Positioning

By introducing premium materials—such as real suede jackets and leather trousers retailing near the $500 mark—alongside its traditional under-$200 denim, Good American is signaling a move into a more elevated "lifestyle" category. The goal is to prove that the brand is not just a denim specialist, but a destination for a "full wardrobe."

The Importance of Physicality

Despite the digital age, Good American is doubling down on physical experiences. The pop-up, which features exclusive collaborations (such as the L.A.-based Leora café and local portrait studio Happy Beginnings), is designed to bridge the gap between "L.A. world" and "NYC reality." It aims to build an emotional connection with the customer that a screen cannot replicate.

Long-Term Retail Strategy

With permanent stores already performing well in key markets, the brand’s decision to test the waters in NYC is the precursor to a broader, more aggressive retail expansion in 2027. The brand is clearly moving away from a purely digital-first mindset toward a sophisticated, hybrid model that meets the customer in whatever channel they choose to shop.

Sustaining Momentum

As the company enters its second decade, the challenge will be maintaining its "disruptor" status while managing the scale of a multi-hundred-million-dollar entity. Grede remains focused on the "why" of the business. By keeping the core values of inclusivity and quality at the forefront, the brand hopes to navigate the transition from a decade-old success story to an enduring, multi-generational retail institution.

In the fast-paced, often fleeting world of fashion, 10 years of consistent growth is a rarity. As Good American looks toward 2027, the focus is clear: building a brand that is not just about what a woman wears, but how she feels when she wears it—a mission that has proven to be as timeless as the denim that started it all.