Emma Grede is no stranger to building empires. The British businesswoman, now 41, returns to Dragons’ Den this Thursday, February 20, bringing a wealth of experience from the top tiers of the fashion and lifestyle industries. As a returning guest Dragon, Grede embodies the kind of entrepreneurial grit the show is known for celebrating—only this time, she’s doing the judging.
Born and raised in East London, Grede’s journey from fashion student to multimillionaire mogul didn’t follow a conventional path. She began studying at the London College of Fashion but left before completing her degree, confident that her real education would happen outside the classroom. “It was the right decision for me,” she’s said—something her career certainly supports.
From Fashion Pitch to Global Success
Emma’s big break came in 2015 when she attended Paris Fashion Week and crossed paths with Kris Jenner. Seizing the moment, she pitched the idea of a denim brand focused on size inclusivity and body positivity. Jenner introduced her to Khloé Kardashian, and within a year, Good American was born.
The brand’s 2016 launch was nothing short of explosive. On its first day, Good American raked in over $1 million in sales—a figure that signaled not just commercial viability but also a cultural moment. By offering a full-size range from launch, it reshaped expectations in fashion retail.
Emma holds a 23% stake in Good American, a company that continues to grow in both product range and market presence. The brand’s core message remains rooted in inclusion, and Grede’s leadership has made it a standout success in a crowded industry.
Partnering with Kim Kardashian: The Skims Effect
Grede didn’t stop at denim. She also played a critical role in launching Skims, Kim Kardashian’s shapewear and clothing label. As a founding partner in the business, Emma owns 8% of Skims, now valued at billions.
Skims has become a category-defining brand, challenging long-held ideas about shapewear while introducing loungewear, undergarments, and seasonal collections that routinely sell out. Grede’s behind-the-scenes operational expertise and marketing acumen helped turn the concept into a global phenomenon.
Her involvement in both Good American and Skims marks her as a rare kind of operator—someone who knows how to build culturally relevant, financially successful businesses in competitive markets.
A Cleaner Future with Safely
In 2021, during the COVID-19 pandemic, Emma co-founded Safely, a line of plant-based cleaning and self-care products. Created in collaboration with Kris Jenner once again, the brand focuses on non-toxic, eco-friendly formulas aimed at the modern household.
With Grede holding a 22% ownership stake, Safely has carved a niche among conscious consumers looking for high-performance cleaning solutions that align with wellness and sustainability trends. It’s another feather in her cap, proving she isn’t limited to fashion and knows how to spot demand in emerging categories.
Family, Life in LA, and Business at Home
Emma Grede is married to Jens Grede, a Swedish entrepreneur and business partner. Jens has played a key role in co-founding Frame and is deeply involved in Skims as well. The two make a formidable team, combining strategic vision and creative insight to power multiple brands.
Together, they are raising four children in Los Angeles, balancing their family life with a demanding portfolio of ventures. Despite their busy schedules, Emma often speaks about the importance of creating opportunities for others, especially women and people of color, through mentorship and investment.
As of 2025, Emma Grede’s net worth is estimated at $360 million (£282 million), a figure backed by her substantial equity in three high-growth businesses. Her wealth isn’t just a testament to smart business decisions—it’s proof of how far vision, timing, and execution can go when combined.
What She’s Looking for in Dragons’ Den
Returning to Dragons’ Den, Emma brings more than capital to the table—she brings perspective. She’s lived the startup grind and knows what separates a good idea from a sustainable business. When asked about her approach to investing on the show, she was clear: “What I’m looking for is someone who is completely obsessed with their business, their category, and what they do, and someone who has already worked through some business issues. Passion and perseverance will get you really far.”
That kind of no-nonsense attitude mirrors her own journey. Grede isn’t just about big brand moments; she looks for resilience, obsession, and the willingness to iterate. It’s no wonder the BBC brought her back to the Den.
Final Thoughts
Emma Grede’s return to Dragons’ Den signals more than just another guest appearance. It’s a spotlight on how far a British entrepreneur can go when they bet on their instincts and back it up with relentless execution. From London classrooms to Hollywood boardrooms, she’s carved out a space for herself as a self-made powerhouse in global business.
With a net worth of $360 million, influence across three major industries, and a grounded approach to entrepreneurship, Emma Grede isn’t just a guest Dragon—she’s a blueprint for the next generation of founders.
