Jennifer Meyer Maguire and Gwyneth Paltrow

Gwyneth Paltrow minded the store on Tuesday night at a cocktail party for the web site’s first pop-up, which opened Monday and closes Sunday.

GOOP OPENS POP-UP SHOP: Gwyneth Paltrow was minding the store on Tuesday night at a cocktail party for Goop’s first pop-up shop, which opened Monday and closes Sunday in the Brentwood Country Mart in Los Angeles. “It’s a weird homecoming since I grew up coming here after school when I was a kid,” she said. Paltrow had toyed with the idea of a brick-and-mortar presence for her growing lifestyle company, which sells beauty, home and apparel products on its Web site, and had caught sight of the empty store just a couple of weeks ago. “I don’t know if we’ll do a permanent store because we have our plate full now and we’re just a start-up, but I find this exhilarating. You get a different charge seeing a customer come in and buy a product; it’s a real buzz,” she said.

Among the items for sale in the two-story space, decorated to look like a residence, were apparel by Frame Denim, Crippen, Kain, Chinti and Parker, Michael Kors, Beyond Yoga and Stella McCartney, which makes exclusive pieces for Goop, including the black blazer Paltrow was sporting. There were also products from Restorsea, Beauty Counter and Clare Vivier, as well as antique furniture and home accessories from Nickey Kehoe.

This story first appeared in the May 8, 2014 issue of WWD. Subscribe Today.

Paltrow’s mother Blythe Danner, Jennifer Meyer Maguire and Susie Crippen were among those who came out to sip cocktails and shop.

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