Macy’s Taps into $9.8B Inclusive Fashion Market with Good American

Khloé Kardashian and Emma Grede’s Good American, known for its size-inclusive denim and wardrobe essentials, has partnered with Macy’s to launch in 36 stores nationwide this spring, expanding to 79 locations by fall 2025. The collaboration marks a strategic push to meet growing consumer demand for accessible, body-positive fashion while capitalizing on the resurgence of in-person retail shopping.

Strategic Retail Expansion

The partnership aligns with Good American’s broader strategy to scale its physical retail presence. Founded in 2016, the brand gained traction through direct-to-consumer channels but has increasingly prioritized brick-and-mortar partnerships to reach less engaged online demographics. Macy’s, with its 850+ stores and e-commerce platform, offers access to millions of new customers, particularly in regions underserved by premium inclusive fashion brands.

Emma Grede, Good American’s CEO, emphasized the shift:

“Macy’s gives us the opportunity to scale like no one else. We’re seeing customers return to stores, and this partnership lets us meet them where they are.”

Macy’s Chief Merchandising Officer Nata Dvir, added:

“Good American complements our premium assortment and aligns with our mission to inspire confidence through inclusive, trend-forward design.”

Good American Highlights and Size Inclusivity

The Macy’s collection features Good American’s signature styles, including:

• Good Legs Straight Denim: A versatile staple flattering diverse body types.
• Good Waist Palazzo Crop Denim: High-waisted, wide-leg styling for elevated comfort.
• Scuba Tee Bodysuits: Stretch-friendly basics blending athleisure and everyday wear.

All pieces are available in sizes 00 to 5XL, reinforcing the brand’s commitment to inclusivity—a core value since its 2016 debut, when it became the first label to launch all styles in sizes 0–24.

Market Context and Consumer Trends

The deal reflects two key industry shifts:

1. Post-Pandemic Retail Preferences: 62% of consumers now prioritize in-store shopping for apparel, seeking tactile experiences and personalized fittings
2. Demand for Size Diversity: The plus-size apparel market is projected to grow at a 5.8% CAGR through 2030, driven by Gen Z and millennial shoppers.

Macy’s, which has faced competition from off-price and digital-first retailers, gains a buzzy, socially relevant brand to attract younger demographics. For Good American, already stocked in Nordstrom and Bloomingdale’s, the move diversifies its wholesale portfolio beyond luxury department stores.

Sustainability and Innovation

Good American’s collection emphasizes eco-conscious practices, including:

• Recycled materials in select denim washes.
• Low-water dye techniques reduce environmental impact by 30% compared to traditional methods.

These efforts align with Macy’s broader sustainability goals, such as achieving 100% renewable energy by 2035.

Looking Ahead

The rollout begins in key markets like Los Angeles, New York, and Chicago, with plans to leverage Macy’s “Shop Your Store” app feature for localized inventory access. Analysts note the partnership could boost Macy’s denim sales by 12–15% in 2025, while giving Good American a foothold in suburban markets where its direct-to-consumer penetration lags.

As Grede stated:

“This isn’t just about jeans—it’s about rewriting retail rules to celebrate every body.”

With inclusive fashion now a $9.8 billion industry, this collaboration signals a pivotal moment for accessibility in mainstream retail.