FROM MARTHA TO GWYNETH: Goop is going to the next level. The often-ridiculed lifestyle and e-commerce company founded in 2008 by Gwyneth Paltrow on Friday named Lisa Gersh as chief executive officer. Gersh was previously president and ceo of Martha Stewart Living Omnimedia, which is going through its own struggles. Before that, she was president of strategic initiatives at NBC and cofounder, president and chief operating officer of Oxygen Media.

Gersh succeeds Seb Bishop, who left the company in April. Plans for growing Goop’s revenues include additional collaborations with designers such as Stella McCartney and Diane von Furstenberg and, eventually, introducing a Goop label. Gersh is also interested in opening pop-up shops, and a series of live events is being planned.

This story first appeared in the October 6, 2014 issue of WWD.  Subscribe Today.

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