BBC Dragons' Den: Who is guest Dragon Emma Grede?

Dragons’ Den will welcome another guest Dragon to the line-up on Thursday, February 8. This series of the BBC show has already seen former professional footballer Gary Neville in the Den and now entrepreneur and fashion designer Emma Grede is following in his footsteps.

The 41-year-old, who is from London, is the CEO and co-founder of the denim company Good American, a founding partner of Kim Kardashian’s clothing brand Skims. Emma is a former student of the London College of Fashion but withdrew from school before completing her degree, saying: “It was the right decision for me.”

Around 2015 Emma proposed an idea for a denim company to Kris Jenner, whom she met during Paris Fashion Week, explaining that she wanted to partner with Jenner's daughter Khloé Kardashian. Good American, which primarily focuses on size inclusivity and body positivity, was launched a year later and sold a million dollars of denim merchandise on opening day.

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Alongside her work with Good American and Skims, Emma is also a co-founder of Safely, a brand of plant-based cleaning and self-care products that launched in March 2021. The idea was conceived during the Covid-19 pandemic.

Who is Emma Grede married to?

Emma is married to Jens Grede, the Swedish co-founder of Skims and denim brand Frame. The couple reside in Los Angeles together and have four children.

What is Emma Grede’s net worth?

Emma has an estimated net worth of over $300 million. She has 8% stake in Skims, 23% stake in Good American, and 22% stake in Safely.

What has Emma said about joining Dragons’ Den?

Emma said of joining the show: “I have been watching the show for so many years (also my nan is an absolute super fan), so being able to come back to the UK as a Dragon to share my own experience with the budding entrepreneurs entering the Den is very exciting. What I’ve understood in my years in business is that so much of it isn’t always about who has the best idea — it’s often who has access to the right opportunities.

“I’m looking forward to using this platform to support those entrepreneurs who may not normally get a chance to be in the room, in the conversation, and who may historically be locked out of more traditional funding opportunities.”

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