Goop.com


Gwyneth Paltrow’s Goop isn’t wasting any time spending its latest cash injection. The web site has expanded its staff on the editorial and business sides even as it faces growing pains.

The site is growing its foundation with a trove of new hires in the editorial and business divisions. Goop closed a $15 million round of Series B funding in August, and launched a buy-now-wear-now fashion label this month, which the company said sold out in five days.

Goop has tapped digital content strategist Nandita Khanna as editorial director. In the role, she will focus on Goop’s weekly newsletter and social platforms. Khanna, who starts her new job on Sept. 26, replaces Elise Loehnen, who has been promoted to head of content.

Most recently, Khanna served as director of content and editorial at J.Crew where she conceptualized and launched the retailer’s multiplatform editorial and social media content, in addition directing its brand storytelling. Prior to J. Crew, she had a long career in print and digital editorial at publications like Town & Country, Departures and Condé Nast Traveler.

In July, Goop brought on Erin Cotter, who led global marketing for the Estée Lauder skin-care business, to accelerate the growth of Goop’s beauty business, including its Clean Beauty Shop and product innovation. The previous head of beauty, Blair Lawson, was promoted to head merchant.

Also on the sales side, the company hired Allyson Schwartz, who was previously at Wired and InStyle, and Nancy Gutman from Harper’s Bazaar.

Paltrow, who founded the lifestyle and e-commerce site and holds the title of chief creative officer, naturally praised the new recruits and said that, even though Goop is a start-up, it “still managed to increase our bandwidth and make deeper investments.”

“We tripled our revenue from 2014 to 2015, are on track to do the same for 2016, and are building even more momentum into 2017,” Paltrow boasted.

As part of the rapid expansion comes change. Recently, Goop’s chief executive officer Lisa Gersh stepped down, and the company said it was relocating from New York to California. Paltrow told The New York Times recently that Goop was still unprofitable, but that isn’t necessarily surprising since Goop was founded mainly as a blog eight years ago. In addition to the creation of its fashion line, Goop launched its first branded product extension, Goop by Juice Beauty, earlier this year.

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