Goop opens first permanent store

Gwyneth Paltrow's Goop lifestyle and e-commerce brand is putting down permanent roots in LA's Brentwood neighborhood with the opening of Goop Lab next week.


Goop

Goop Lab will open next Friday at the Brentwood Country Mart. The new store is designed to feel like a house which complements the consumer experience and interaction with the lifestyle brand.

Beginning in 2014, Goop has opened pop-up shops at the Brentwood Country Mart. Most recently it hosted a holiday pop-up there last December. The new Goop Lab is a permanent 1,300 square foot space designed to bring the online Goop experience to life.

Goop Lab will sell the lifestyle brand's own fashion and beauty products as well as Goop home decor and gardening. Additionally, customers will be able to buy products from several brand collaborations. Limited edition Christian Louboutin shoes will be for sale in four styles of women's footwear and one baby shoe.

Goop also collaborated with Roman and Williams, the NY-based design firm who designed the retail space, on home furnishings. Roman and Williams and Goop collaborative product includes a bar cart, a daybed and wallpaper.

Roman and Williams designed the retail destination to feel like a bungalow. It includes homey features such as a mudroom, a greenhouse, a living room and a kitchen. There is also an apothecary in the space which creates a natural environment to sell Goop health and wellness products.

In addition to the opening of Goop Lab next week, Paltrow announced on her Instagram this morning that the first edition of her new print Goop Magazine will be available to purchase on September 19th. Goop Magazine is published by Conde Naste and will retail for $15. For the inaugural issue, Paltrow picked herself to be the cover girl. She poses topless and covered with mud.

Goop Lab officially opens Friday, September 15th. The shop is located at 225 26th Street in Santa Monica at the Brentwood Country Mart.

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