After the digital-first brand's success with its permanent Brentwood, CA location as well as with its pop-up shops, Goop is debuting a NoHo store November 1 that will feature inventory and events tailored for New York, including a Google collab

Gwyneth Paltrow’s lifestyle newsletter turned multi-million dollar brand, Goop, is taking its merchandise from primarily online to a brick-and-mortar New York City location.

The location of the NoHo Goop Lab was decided on after a series of pop-up shops across both coasts and abroad showed that New York City’s market outperformed all others twice over. The merchandise that will be available at this NoHo location will include ready-to-wear fashion, jewelry and a wide selection of the brand’s beauty and wellness products.

The brand hopes that the permanent New York location will allow it to develop a localized merchandising and event strategy. Accordingly, fashion and jewelry items will feature prominently at this location, and shift seasonally along with the city’s weather. Furthermore, in addition to providing the opportunity to establish community roots and create a hub for Goop events, this store also features an exclusive  partnership with Google: The Goop Lab will be selling Google Home speakers and other Google tech products alongside its own luxury goods.

This latest location is part of the brand’s overarching strategy to expand its IRL presence, including doubling its pop-up shops in 2019. Overall, the brand intends for its opening of a larger-scale brick-and-mortar space to showcase its products in interactive ways and provide consumers with wellness-focused events.

Goop

Google

Gwyneth Paltrow’s lifestyle newsletter turned multi-million dollar brand, Goop, is taking its merchandise from primarily online to a brick-and-mortar New York City location.

The location of the NoHo Goop Lab was decided on after a series of pop-up shops across both coasts and abroad showed that New York City’s market outperformed all others twice over. The merchandise that will be available at this NoHo location will include ready-to-wear fashion, jewelry and a wide selection of the brand’s beauty and wellness products.