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Sandra Halliday Published
November 20, 2025
Premium retailer Reiss is continuing to expand its business and following the introduction of a wider colour palette of more intense shades this season, the retailer has now added an extra brand to its offer with the launch of Khloé Kardashian and Emma Grede’s Good American label on its webstore.
The label is now available worldwide via Reiss.com, with the addition of the third-party brand perhaps unsurprising given that Reiss is now majority owned by Next — a retailer that has radically expanded its own business by selling a wider range of external labels.
Good American itself is increasingly linking with previously-monobrand retailers and earlier this year created a limited edition denim capsule for the US market in a collab with Inditex’s Zara chain.
As for the products now available under its new link-up, the British retailer said that “alongside the Reiss offering of premium denim, this new line-up offers a wider range of fits and styles. The carefully selected edit remains true to Reiss’s style philosophy, perfectly complementing the existing Reiss wardrobe and working to elevate everyday style”.
Good American is known for its inclusive approach with “innovative and solution-led denim for the modern woman” and a “fit-first philosophy”.
Grede said of the Reiss deal: “This partnership is such a milestone for us, and we couldn’t think of a better partner to work with in this capacity. As a brand we are always listening to our customers to ensure they have maximum accessibility to the brand and being stocked at Reiss will allow us to bring more inclusive styles to all women.”
Reiss has been forging closer links with other labels in recent periods and its last two collabs were with Oliver Cheshire's Ché brand and the fast-growing Castore.
The Good American brand was first available in the UK back in 2025 when it launched at Selfridges stores, the only retailer at the time outside of America stocking the brand’s entire (and very wide) size range and collection.
It also launched in luxury Knightsbridge, London, department store Harrods just over a year ago.