ONE-STOP SHOP: Fans of the annual Goop Gift Guide can now shop the concept in real life.
Santa Monica-based Goop Inc., the lifestyle and e-commerce online hybrid founded by Gwyneth Paltrow, opened a pop-up shop Thursday it’s calling Goop Gift at the quaint and curated retail center Brentwood Country Mart.
“We wanted to create the ultimate one-stop shop for all of your holiday shopping to-dos,” said creative director Brittany Pattner. “So the idea was curating a space with the best presents out there and be able to personalize them at the customization station. We can wrap them and ship them. So the idea is come in [and] get it all done here. So there’s a real utility value to the shop.”
Paltrow was on hand Wednesday evening for a cocktail party put on in conjunction with La Perla at the store surrounded by guests such as Demi Moore, Kate Hudson, Rumer Willis, Jennifer Meyer, Monique Lhuillier and Jenni Kayne to celebrate the opening. Goop previously had a pop-up at the Brentwood Country Mart in 2014 and setting up shop where many of the executive team grew up and close to headquarters made sense, Pattner said.
The gift guide comes to life within the store, which is merchandised the same way the guide is editorially — based on personality. Products — of which there are about 600 picked by Paltrow and the rest of her team — range from $35 BKR water bottles and $496 Ever Veritas meditation cushions for “The Health Nut” to $995 James Perse cashmere plaid blankets and $30 Herschel Supply iPad Air Sleeves for “The Traveler.”
Stations for custom monogramming, gift wrapping and calligraphy are available at the front of the store.
The opening follows a whirl of activity after the company’s close on a $10 million Series B round in August after which it launched an apparel line and also made new hires on the editorial and business side.
Paltrow, the company’s chief creative officer, said at the time of the raise that revenue for 2016 was set to triple, following the tripling of revenue from 2014 to 2015.
Goop Gift is open through Dec. 24.