Goop opens New York City multibrand store

Gwyneth Paltrow's lifestyle brand Goop has opened its first permanent store on the East Coast. The new flagship, Goop Lab, is located in New York City's NoHo neighborhood.  


Goop has arrived in New York City. - Via Goop

This is the brand’s second permanent store following the opening of the Los Angeles Goop Lab in 2017, and offers customers a range of accessories, beauty and skincare, footwear, clothing, gifts, health products, homewares and jewelry.

Featured apparel brands include Goop's G. Label collection, Victoria Beckham, Rochas, Acne, and Brock. In addition, the store offers a range of jewelry from brands like Foundrae, Vram, and Fernando Jorge as well as accessories from Acne, Marni and Stuart Weitzman.

Constructed by Los Angeles-based design studio Commune, the 2,170-square-foot store's interior design is meant to evoke a 1930s Hollywood home. To create that aesthetic, the store includes a stone courtyard, oak floors, pale-pink walls and a Bauer chandelier made by Jason Miller.

To promote Goop's beauty, skincare and kitchen products, the NYC Goop Lab will offer in-store beauty services, as well as having a fully-functioning kitchen, which will host cooking demos and events. For the first two months of the store's run, the kitchen will regularly host cocktail hours sponsored by Cointreau, and will offer a white-glove delivery service for its first month after the opening in partnership with Rowenta. 

This opening is a piece positive news for Goop after the brand has found itself making negative headlines due to unsubstantiated product claims. The latest news broke only this week with non-profit group the Good Thinking Society saying it has complained to UK regulators after identifying 113 examples of claims that could get the company in legal trouble. 

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