Gwyneth Paltrow Is Opening A Goop Store

Is the pop-up a sign of more permanent brick-and-mortar stores to come?
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Eliza Brooke
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Is the pop-up a sign of more permanent brick-and-mortar stores to come?
The Goop pop-up. Photo: Instagram

The Goop pop-up. Photo: Instagram

As Gwyneth Paltrow relocates her lifestyle company Goop from London to Los Angeles, the actress appears to be wasting no time in getting acquainted with the neighborhood.

On Thursday evening Paltrow Instagrammed the front door of what appears to be Goop's first pop-up shop, which, based on the sign hanging in the window, will be open from May 5 to 11 — right in time for Mother's Day. As Refinery29 points out, it looks to be located at the Brentwood Country Mart, which also houses a Jenni Kayne store and a Pressed Juicery. That's Goop's target audience, all right, and it begs the question: Is this pop-up a trial run before opening a more permanent brick-and-mortar location? 

A representative for Goop did not immediately respond to request for comment. 

In online news, Goop hosted a "yard sale" on Thursday, for which celebrities like Kate Hudson and Beyonce donated items from their closets; the event was so popular that traffic crashed the site temporarily. It's not clear how much Goop does in sales otherwise, but we could see the brand putting down roots, especially in a wellness-obsessed city like L.A.