Actress Gwyneth Paltrow’s online and upmarket wellness brand Goop has something of a cult status so a move into multi-location offline space is big news.
The brand has chosen to debut its first physical retail in the form of pop-up concessions at US department store Nordstrom as part of the ongoing Pop-in-@Nordstrom pop-up-shops.
During its six-week long run at a total of eight stores, merchandise across the categories of apparel, accessories, beauty and home will be refreshed weekly. The Goop stores are the first time that Nordstrom has chosen a wellness brand to feature in the pop-up project, previous brands taking part have included Vans, Sarah Jessica Parker Shoes and accessories business Bauble Bar.
It comes at a time when the department store is expanding its natural beauty offering having announced that it would add natural beauty section to 46 of its department stores.
The pop-ups have sourced furniture from upmarket vintage, art and furniture marketplace 1stDibs and the wall-coverings and the custom Chinoiserie wallpaper are by British luxury designer Fromental.
The Goop pop up stores are located at Downtown Seattle, Bellevue Washington, Dallas Texas, The Grove Los Angeles, South Coast Plaza, Costa Mesa California, Chicago, Vancouver, and Toronto.