Macy’s has announced a new partnership with Good American, the denim brand co-founded by Emma Grede and Khloé Kardashian. The collaboration, revealed on Wednesday, will bring Good American products to 36 Macy’s stores this spring, with plans to expand to 79 stores by fall. The brand’s selection at Macy’s will include denim and ready-to-wear pieces in sizes ranging from 00 to 5XL. Additionally, Good American items will be available online, on Macy’s mobile app, and in select stores across the U.S.
This partnership allows Macy’s to enhance its denim offerings, further broadening its product assortment.
“Emma Grede and her brand empower women to feel confident in their own skin while continually pushing the boundaries of innovation in denim and promoting inclusivity in the industry,” said Nata Dvir, chief merchandising officer for Macy’s, in a statement. “Through this partnership, we’re bringing the best in fashion to inspire our customers with fresh trends and products.”
For Good American, the collaboration marks a significant step in the brand’s expansion efforts, with Grede calling the move a “milestone.”
“Launching in Macy’s highlights our commitment to meeting customers where they are, especially as we see an increasing demand for in-store shopping,” Grede explained. “Macy’s offers a unique opportunity to scale our business and drive the next phase of growth.”
Since its launch in 2016, Good American saw an explosive $1 million in sales on its first day. The brand has since grown through strategic partnerships, including a 2022 collaboration with H&M as part of the retailer’s “H&M with Friends” concept.
Before partnering with Good American, Macy’s has been reimagining its product offerings. Over the past year, the department store introduced State of Day, a private brand for women’s loungewear and sleepwear, and relaunched its private-label kids’ apparel brand, Epic Threads, last July. In addition, Macy’s debuted Mode of One, a menswear brand, later in the year.
Recently, Macy’s reported a 4.3% decline in Q4 net sales to $7.8 billion, partly due to having one fewer week than in the previous year. However, comparable sales, including owned, licensed, and marketplace sales, saw a modest 0.2% increase. Net income rose to $342 million, compared to a $128 million loss the previous year.
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