Gwenyth Paltrow revealed this week that she is opening her first brick-and-mortar store, based on her e-commerce site, goop. Though she has been criticized in the past for the high price of her collection, the store will be located in upscale Brentwood, California. Goop is expected to open their doors on May 11th. The exterior of the store resembles the simplicity of California: a barn door painted white, with the stores name painted black on the windows.
Goop started off as a weekly lifestyle publication to share recipes, fashion tips, and wellness tips. They have expanded into featuring clothes that were gently used by Gwenyth’s famous pals. Last week, the site crashed when eager fans flocked to the website to purchase clothes from Nicole Richie and Beyonce. Goop focuses on not just telling people about their favorite products, but working with their favorite brands on collaborations. Each week, goop introduces a limited edition collaboration. Collaborations they have worked on in the past include: Cynthia Rowley, Alice & Olivia, Michael Kors, and House of Harlow.
Gwenyth reveal of the pop up store only included a picture of the front door with the opening date. Among rumors about her and ex-husband, Chris Martin rekindling their love, there are rumors about what will be sold in stores. As questioned on the over-reacting, over-feminist website, Jezebel, “Will Gwenyth work behind the counters at goop? Will she star in a reality show where she is occasionally seen folding clothes and interacting with customers?” makes you wonder, will Gwenyth work in the store? Or will she take the Kardashian route and star on a reality show, where she is occasionally seen visiting workers and shoppers, merely for ratings purposes?
The question on everybody’s mind: What will goop sell in stores? Will they feature items from their various collaborations, books written by Gwenyth, lifestyle and home decor items? Would they sell the clothes from Beyonce and Nicole Richie in person? Is that too risky? Maybe she opened the shop to sell all of her ex-husband’s crap he left behind? We will just have to wait until May 11th and find out when goop opens their doors to the public.
