The Rise of Skims: How Emma and Jens Grede Reshaped Celebrity Fashion

Kim Kardashian's shapewear brand, Skims, has achieved a valuation of $5 billion, marking it as a significant player in the celebrity-backed retail sector. While Kardashian is the public face, co-founders Emma and Jens Grede are pivotal in the brand's operational success. The couple has also established a diverse portfolio that includes Good American and Safely, showcasing their influence in the fashion industry.

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Emma Grede, originally from London, and Jens Grede, from Sweden, met through their work in fashion. Emma's career began as a fashion show producer, leading to the launch of her talent management company in 2008. Jens co-founded the denim label Frame in 2012, the same year he married Emma. Their collaboration with the Kardashian-Jenner family began in 2015 when Emma pitched a denim brand concept to Kris Jenner, resulting in the successful launch of Good American in 2016.

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Emma Grede serves as the Chief Product Officer of Skims, while Jens Grede holds the position of CEO. Together, they have co-founded Skims with Kim Kardashian, Good American with Khloe Kardashian, and Safely with Kris Jenner. Their partnership is characterized by a blend of personal and professional dynamics, which they credit as essential to their success.

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Despite their achievements, Skims has encountered challenges, including backlash over its original name, "Kimono," which was criticized for cultural appropriation. The brand swiftly rebranded in response to this criticism. Additionally, sustainability concerns have been raised, with Skims receiving poor scores on materials and sourcing. As the brand expands into Europe, where environmental regulations are stricter, scrutiny over these issues is expected to increase.

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Industry analysts have noted the Gredes' ability to adapt to consumer feedback and trends. Sky Canaves from eMarketer highlighted their responsive approach, stating, "This is illustrative of the very responsive approach that they’ve taken in staying on top of consumer trends." Retail strategist Albert Varkki emphasized the operational consistency the Gredes have built, which he believes has restored legitimacy to celebrity branding.

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• “If the KarJenners offer the rocket, the Gredes bring the fuel,” — Christine Russo, Principal at Retail Creative and Consulting Agency

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• “Emma and Jens Grede have built brands with backbone,” — Albert Varkki, Retail Strategist

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• “This is illustrative of the very responsive approach that they’ve taken in staying on top of consumer trends, listening to feedback and using it to iterate and improve what the brands offer,” — Sky Canaves, Principal Analyst at eMarketer

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• “It has been a gift and a blessing that we had a working relationship together for just under a year before we actually started dating,” — Emma Grede

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As Skims continues to expand its market presence, particularly in Europe, the Gredes will likely face ongoing challenges related to sustainability and consumer perception. Their ability to navigate these issues will be crucial in maintaining the brand's momentum and reputation in the competitive fashion landscape.

New York Observer