Good American CEO Emma Grede Is Not Easily Distracted

Good American CEO Emma Grede launched the brand with business partner and friend, KhloerKardashian. In one day, the brand sold $1 million worth of product, making it the largest denim launch in history.

ABC, Christopher Willard

Grede is involved in several other brands, including being a founding partner of Skims, which just doubled its valuation to $3.2 billion.

She's investing in entrepreneurs on ABC's Shark Tank and enjoying life at home with her husband and four children.

Being on Shark Tank has made me want to be a mom even more. Grede is talking toentrepreneur. I didn't know how many kids watch shark tank. My child said that his friends think he is lying.

Grede talked to Entrepreneur about her life as a CEO and what we can expect on Shark Tank.

Why did you want to go to Shark Tank?

I wasn't sure about it when they approached me. It made sense to use the platform to shine a light on the women and people of color who are doing great things. More Black women entrepreneurs are on the show, and it's been great. Yes, the power of TV. Entrepreneurs shine on this medium because we are so invested in digital and direct to consumer. Investing in women in the early stages of their ideas has been one of the highlights of my interactions with the entrepreneurs.

What is it that makes you like being on the show?

The entrepreneurs are working with us. You forget how difficult it was in the beginning.

How can we expect you to perform this season?

Another great look. I went in with a clear goal. I wanted to invest in women and female-centered ideas that other investors don't think are a winner. It's difficult to raise money, walk into a room with a female-centered idea, and pitch a plus-sized customer to a group of guys in suits. I don't know how I'm going to get these people to invest. I wondered how I could help these people.

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When investing in entrepreneurs, what do you want?

I'm very founder focused. There are a lot of people who have great ideas. There are only a few who can take an idea and turn it into a $100 million business.

What number of people do you manage?

I just got out of my meeting. Some people need more management than other people. The management team is amazing. I am not a manager. It is important to get out of the way of the best people.

In the day to day, what do you focus on?

I focus on strategy and product when thinking about my role. And also hiring. There is a need for people to be hired. It's a strategy. There is a product Don't meddle if you want to hire the right people. I don't know how to negotiate film contracts, but I do know how to find the right people.

Although theKardashians have hundreds of millions of followers and invented "influencing" as a modern day profession, they are also tabloid fodder. What did you do to keep the focus on the brand? I'm not easily distracted, that's for sure. Every day I try to make our mission a reality. Stores need to take that full-size range. Ensuring that everything we do is about being inclusive. You need to stay focused on your mission even though there will be moments that rattle you. A customer can be driven to buy something. Unless the product works, people don't return to buy jeans. We don't lose sight of our goal. A best-in-class product is offered by us. They are enormously famous women, but they are also businessmen. They are in their business. They put their names on more than one brand. We're talking every day.

Did anyone warn you not to go that route when you first launched because you were going to demand that retailers take the full size range?

Many people were against it. I didn't go back on the mission but I wanted to make money. I needed to make some money. The lack of people knowing the need was disappointing. The women at the end of the size range were being overlooked. A majority of women in the US are considered to be plus-size. I thought that this was a viable idea. We knew that the best experience for the customer would be the mix of retail, wholesale, and direct to consumer. Great partners were found for us. Good American's growth will be the subject of a question.

We are about to open our first store. The building will be opening next year. I'm excited to see how we can make the store more inclusive.

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