Shapewear brand SKIMS has rapidly taken over the lingerie market, and while business mogul and reality star Kim Kardashian has (obviously) contributed massively to the brand’s success, it’s actually two lesser-known people who are the brains behind the entire operation.
When you search the term ‘Power Couple’, you’ll see a photo of Emma and Jens Grede, the co-founders and co-owners of SKIMS. Together with Kardashian, they’ve helped take the brand to unprecedented heights.
SKIMS is more valuable than Tom Ford and Patagonia. Despite still being in its infancy, the four-year-old brand is already worth USD$4 billion, and was named one of Time's most influential companies in 2022.
Sure, Kardashian’s insane social media reach of 364 million followers has helped push things along, but it's the Grede's marketing abilities that have helped set the brand apart.
This isn’t the first time they’ve worked with the Kardashian family. The duo are actually behind many of their brands, including Good American, a jeans company Emma founded with Khloe Kardashian in 2016; Safely, a line of natural cleaning products with matriarch Kris Jenner in 2021; and the latest, Kylie Jenner’s fashion label Khy, which sells pleather coats and dresses for under $200.
However, their most successful business venture to date is SKIMS, where Jens acts as chief executive and Emma works as chief product officer.
So, who are Jens and Emma Gredes?
Jens and Emma Gredes are veteran marketers and university dropouts. Emma, who was born and raised in London, met Jens, who is originally from Sweden, in the mid-2000s when she joined his company.