Dive Brief:
- Macy’s is partnering with Good American, the denim brand co-founded by Emma Grede and Khloé Kardashian, the companies announced Wednesday.
- Good American products will be in 36 Macy’s stores this spring, and will expand to a total of 79 stores by fall. The Good American selection features denim and ready-to-wear styles in sizes ranging from 00 to 5XL.
- Macy’s will offer Good American’s items online, on its mobile app and in select stores across the U.S.
Dive Insight:
Macy’s is expanding its denim assortment through its partnership with Good American.
“Emma Grede and her brand empower women to feel confident in their own skin while continually pushing the boundaries to innovate in the denim category and drive the industry to be more inclusive,” Nata Dvir, chief merchandising officer for Macy’s, said in a statement. “Through this partnership, we’re delivering the best in fashion and [trends] to inspire our customers with compelling product and newness.”
For Good American, the collaboration with Macy’s is part of the brand’s overall growth efforts, with Grede calling it a “milestone” for the brand.
“Launching in Macy’s reinforces our commitment to meeting our customers where they are at, considering we are seeing more and more customers wanting to shop in person in stores. Macy’s gives us the opportunity to scale the business like no one else fueling the next chapter of our growth,” Grede said in a statement.
When Good American launched in 2016, sales skyrocketed to $1 million on the first day. Since then, the brand has also grown its business through partnerships with other retailers. In 2022, the brand partnered with H&M as part of the fast-fashion retailer’s “H&M with Friends” concept.
Prior to its Good American partnership, Macy’s has been revamping its product assortment in other ways. A year ago, the department store introduced State of Day, a private brand of loungewear and sleepwear for women. Last July, Macy’s relaunched its private-label kids apparel brand, Epic Threads. Months later, the company debuted Mode of One, a menswear brand.
Macy’s recently reported a 4.3% decline in Q4 net sales to $7.8 billion, with one less week compared to the year-ago period. Comps, including owned, licensed and marketplace sales, saw a slight 0.2% bump from last year. Meanwhile, net income surged to $342 million, compared to last year’s $128 million net loss.