SKIMS Co-Founder Worth $390 Million Still Questions Price of Everything

Emma Grede, the British entrepreneur whose business ventures with the Kardashian family have propelled her to a net worth estimated at $390 million, maintains a surprisingly frugal approach to spending despite her substantial wealth. As co-founder and founding partner of both Good American and SKIMS, Grede attributes her continued financial mindfulness to lessons instilled during her childhood in East London.

“I always felt like if I worked hard enough and I really put everything into it that I could achieve… I still feel like that today. I don’t expect things to be easy, but I’ve never had a sense of I couldn’t,” Grede explained in a recent interview, according to Benzinga.

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From Humble Beginnings to Billion-Dollar Brands

Grede’s path to success began far from the glamour of her current lifestyle. Growing up in the Plaistow neighborhood of East London with a single mother, she started working odd jobs as a teenager, including delivering newspapers. These early experiences taught her perseverance and discipline that would later define her business approach.

Even as a young person, Grede showed early interest in fashion, saving her earnings to purchase magazines like Elle and Vogue. She has noted that the fashion industry provided a form of escapism during her youth. This passion eventually led her to found an entertainment marketing agency in 2008, which she sold approximately a decade later before embarking on her ventures with the Kardashian family.

Today, Grede serves as CEO and co-founder of Good American, the denim company she launched with Khloé Kardashian, while also holding the position of chief product officer at SKIMS, the shapewear brand she helped create with Kim Kardashian and her husband Jens Grede. According to public sources, she holds an 8% stake in SKIMS, 23% stake in Good American, and 22% stake in Safely, a cleaning products company she co-founded with Kris Jenner and Chrissy Teigen.

Building a Fashion Powerhouse

SKIMS, which launched in 2019 after initially being called “Kimono Intimates,” has experienced remarkable growth under the leadership of Grede and her co-founders. The company reached a $4 billion valuation in July 2023 following a $270 million Series C funding round led by Wellington Management Group.

The brand, which emphasizes body positivity and inclusivity with products available in nine skin tones and sizes from XXS to 4XL, has expanded well beyond its initial shapewear offerings. Current product lines include loungewear, swimwear, and a recently launched menswear collection. The company has also secured high-profile partnerships, including becoming the official underwear partner of the NBA and WNBA.

SKIMS revenue reached an estimated $750 million in 2023, representing a 50% increase from approximately $500 million in 2022, with a projected net profit of $190 million, according to City Index. The company is reportedly exploring an IPO as early as 2025, which could further increase Grede’s wealth substantially.

Maintaining Financial Perspective

Despite her tremendous financial success, colleagues note that Grede continues to approach business decisions with the same scrutiny she applied when resources were scarce. She reportedly examines every expense in both her personal and professional life, questioning whether purchases deliver appropriate value regardless of her ability to afford them.

This mindset has served her well in the notoriously volatile fashion industry. While SKIMS continues to expand its market presence with plans for a flagship store in Los Angeles and additional locations in New York City and other U.S. cities that attract international tourism, Grede maintains a cautious approach to growth.

Her financial philosophy contrasts somewhat with the public perception of the Kardashian family’s lavish lifestyle, though it may help explain the operational success behind their various business ventures. Kim Kardashian, who owns a 35% stake in SKIMS, has seen her personal net worth rise to an estimated $1.7 billion largely due to the company’s success.

Looking Ahead

As SKIMS and Grede’s other ventures continue to expand, industry observers will be watching to see if this frugal mindset translates into sustained business success. The company faces competition from established brands like SPANX as well as Rihanna’s Savage X Fenty, which is valued at approximately $3 billion.

In January 2025, Grede launched yet another venture, teaming up with fashion designer Kristin Juszczyk to create an apparel brand called Off Season in collaboration with the NFL and Fanatics, further diversifying her business portfolio.

For Grede, who now lives in Bel Air, Los Angeles with her husband and four children, success hasn’t diminished her core financial values. As SKIMS prepares for potential public offering, her continued emphasis on questioning costs and maximizing value may prove increasingly valuable in appealing to discerning investors.

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