The Retail Pilot

Crafting The Great: A Vision for Modern Vintage with Emily Current and Meritt Elliott


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Ken Pilot interviews Emily Current and Meritt Elliott, Co-Founders of fashion brand, The Great, on this Flight of The Retail Pilot Podcast. Plus, he has a short "Pre-Flight" conversation with Jan Kniffen, former retail executive and current CNBC retail expert, to discuss what 2025 looks like for the retail industry.


Pre-Flight with Jan Kniffen


Jan Kniffen shares his outlook for retail in 2025:

  • Retailers are optimistic after a solid 2024 holiday season

  • Consumer spending expected to remain healthy, especially among higher-income shoppers

  • Lower-income consumers adapting to higher costs

  • Tariffs not a major concern for most retailers

  • Positive outlook for discretionary retailers like Ralph Lauren, Nike, Lululemon


Interview with Emily Current and Meritt Elliott


Ken speaks with the co-founders of The Great about their journey and brand:


Brand Origins

  • Met as UCLA students, bonded over vintage fashion

  • Started as celebrity stylists before launching denim brand Current/Elliott

  • Founded The Great in 2015, focusing on casual, nostalgic Americana


The Great Brand

  • Offers casual, vintage-inspired clothing across multiple categories

  • About $50 million in annual revenue

  • Distribution split between e-commerce, retail stores, and wholesale


Business Approach

  • Self-funded, focused on organic growth

  • Value wholesale partnerships alongside direct-to-consumer

  • Emphasis on in-person experiences and community building


Collaborations

  • Partnerships with Eddie Bauer, Birkenstock, Pottery Barn

  • Interested in future collaboration with Converse


Marketing Strategy

  • Rely heavily on word-of-mouth and organic growth

  • Use collaborations and retail stores as marketing tools

  • Celebrity fans include Reese Witherspoon and Rachel Bilson


Future Plans

  • Expanding reach to new geographic markets

  • Considering growth in men's, children's, and home categories


Working as Co-CEOs

  • Emphasize complementary skills and shared vision

  • Stress importance of understanding all aspects of the business



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The Retail PilotBy Ken Pilot

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