Good American is a Los Angeles-based apparel brand co-founded by Khloe Kardashian and Emma Grede. The brand is known for their high-quality denim and commitment to inclusivity and diversity. After launching online, Good American transitioned from a successful ecommerce brand to an omnichannel powerhouse. Today, their clothes are sold around the world by partner retailers such as Nordstrom and Bloomingdale’s, and at a growing number of their own brick-and-mortar retail stores where the team uses Shopify POS to help power their growth.
With Shopify, Good American has achieved:
- Year-to-date net promoter score (NPS) of 91.69 across retail stores
- 20% lower return rate in-store compared to ecommerce for top returned products
- A unified customer experience across all sales channels while maintaining smooth integration with NetSuite ERP and other critical systems
- Enhanced operational visibility through streamlined multi-channel sales tracking and attribution capabilities
For a deeper dive into Good American's journey from ecommerce-only to a multi-channel retailer, check out Shopify's recent webinar, "From D2C to IRL: Good American’s journey to retail powerhouse". This webinar explores Good American's strategic shift and how they leveraged Shopify and NetSuite to achieve a seamless customer experience across all channels.
The Challenge: Integrating online and in-store operations
As a digital-native brand, Good American wanted to expand into physical retail to build closer relationships with their customers and provide more opportunities to experience the tangible difference in their products by trying them on in person. This is crucial for ensuring shoppers understand how the fit and feel of Good American’s garments stand apart from those of other brands, which can significantly boost customer loyalty and reduce return rates. As they prepared for this transition, the team sought a solution that could provide a unified experience online and in-person, while also integrating with NetSuite ERP and the brand’s other critical business systems
“Retail relies a lot on the existing systems of the business,” says Edwin Portillo, VP of Technology at Good American. “We needed to ensure that bringing on this new sales channel wouldn’t interrupt what we already had in place and that we had all the hardware to support the purchases, inventory transfers, and returns.”
Edwin goes on to emphasize the importance of having both online and in-person sales channels working in unison—both for brand operations and customer experience, saying, "We had to think about all these new questions that just didn’t exist when we only sold online. But the biggest question was, ‘How do we use technology to ensure Good American has the best operations and provides the best customer service possible?’" Fortunately, they found their answer in Shopify POS.
The Solution: Connecting sales, customer, and inventory data through Shopify
Having run their ecommerce business on Shopify since the beginning, Good American chose Shopify POS to help them smoothly transition into physical retail stores. With Shopify POS, Good American used APIs to integrate their tech stack, including NetSuite ERP. “Having the data from NetSuite that our Logistics, Finance, and other teams need synced with Shopify is crucial for supporting our omnichannel operations,” says Edwin.
Ease of integration was another box that Shopify POS checked for Good American. “Adding Shopify POS was extremely easy if you compare it to having a completely different POS system that would require creating more integrations to either Shopify or NetSuite,” says Edwin. “With Shopify everything happens seamlessly.” The team also leveraged Shopify’s app ecosystem to gain even more POS functionality through custom integrations without the need for extensive development resources.
Edwin further explains how Shopify makes it easy for Good American to understand buying behavior across channels, saying, “In addition to online and retail, we also have social media and the Shop App where customers can buy from us. We have tags to identify which channel should be credited for the order. It’s all very simple.”
The Results: Seamless omnichannel success
Since opening the doors of their first retail store, Good American has seen the positive impact of unifying their online and in-store sales channels. And after processing thousands of orders in-store, Edwin notes how the team has measured high levels of customer satisfaction. “Our stores have a very good score of sales and just the user experience, with a strong Net Promoter Score (NPS) of 91.69 year-to-date,” he says, highlighting a key indicator of customer satisfaction and loyalty.
Looking ahead, Good American plans to accelerate the pace of their growth journey with Shopify. The brand aims to further expand their physical retail presence, enhancing customer engagement and solidifying their position as a leader in inclusive fashion worldwide.
With Shopify, there is so much money and development effort saved by utilizing a system that can take care of retail and ecommerce. I think that’s the beauty of it.
