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Friday, Mar 29, 2024

Khloe’s Shop Pops Up in a Glendale Mall

Good American, a fashion line co-founded by television personality and entrepreneur Khloe Kardashian of Calabasas, has set up a pop-up shop at the Americana at Brand in Glendale through the holiday season. The brand designs and sells “inclusive” apparel for women of a range of sizes and body types. “The fashion industry is notorious for catering to a specific shape and size, and we are here to change that,” Good American Co-founder Emma Grede said in an email. “Good American provides women with wardrobe staples, pieces we know they are wearing in their busy daily lives and ones that make them look and feel their best. We’re committed to inclusivity, diversity, body positivity and female empowerment.” Boutique brands such as actor Gwyneth Paltrow’s Goop as well as large retailers including Target Corp. and Gap Inc. have also begun offering more inclusive styles. Good American’s apparel line includes workout clothes, T-shirts, bodysuits and jeans. Its products are primarily available online, where customers can preview how the clothes fit on models of different heights and sizes. The company — which has over 1 million online followers on Instagram — also sells at select retail stores including Nordstrom Inc., Bloomingdale’s Inc. and Selfridges & Co. Grede said the Americana at Brand is an ideal location for the Los Angeles-based company’s holiday pop-up. “It was so important for us to curate a shop that reflected all of the progress we’ve made and allow our customer to shop the ‘GA’ way,” she said. “The Americana is in our backyard, so we are able to be nimble and execute things quickly in the very exciting holiday season.” At the pop-up site, Good American will also put on events including workout classes, promotions and giveaways, personal styling sessions and surprise appearances. “We’ve hosted a few pop-up shops and it has always been a really important way for us to engage directly with our customers and understand how she’s shopping,” Grede said. “Our brand often generates a really strong response from women of all sizes, so it’s important to us to meet them face to face and shop with them.” In the future, the company plans to capitalize on the Kardashian name and expand its offerings both online and into retail stores. The Kardashian family already owns and licenses several fashion and beauty brands, including Kardashian Beauty and the Khloe Kardashian Official App. “We have big plans for Good American in 2019, including adding more physical touchpoints for customers,” Grede said. – Ethan Varian

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