Gwyneth Paltrow’s domination of London continues with the launch of her wellness brand Goop’s first shop in Harvey Nichols.
The actor-turned-entrepreneur’s company will set up shop on the fourth floor of the luxury retailer’s flagship store on Thursday 20 June.
The news comes months after Paltrow launched her first pop-up shop in Notting Hill, London. The shop proved so popular with customers that it became a permanent location in January.
Speaking about the Harvey Nichols shop, Paltrow says: “We love the community we’ve created around our Notting Hill shop, and the Harvey Nichols shop-in-shop allows us to expand on that community.”
In keeping with the Goop brand, the shop will sell products relating to beauty, fashion, wellness, and homeware.
Goop product favourites on sale at the store will include an assortment of shoes by Birkenstock and Tabitha Simmons, jewellery by designers Jennifer Meyer and Jemma Wynne, as well as Goop’s apparel line, G. Label.
A Goop smoothie menu devised by the brand’s food editors will also be sold in the store’s on-site café
The new shop will be designed by Charles & Co, a US interior design consultancy which also created the aesthetic behind the brand’s first Hamptons pop-up in Amangansett, New York.
Its design will be a blend of British and Californian design, pairing traditional British floral prints and West Coast mid-century modern furniture.
Vicky Charles, founder of Charles & Co and the former global head of design for Soho House, says she wanted to mimic the “geography and culture of goop”, which Paltrow says has transformed the space into a “beautiful, tangible experience”.
Goop opened its first permanent store in Los Angeles, US in September 2017, and has since opened several pop-ups in other cities.
The launch of the pop-up in London coincided with the 10th anniversary of the brand, which was founded by Paltrow in September 2008.
Later this month, the brand will hold its first UK event with tickets on sale from £1,000.
The two-day summit will take place at Re:Centre in Hammersmith, London, on Saturday 29 and Sunday 30 June.
Promising special guests and “eye-opening conversations”, the event will be hosted by the US actor and self-styled lifestyle guru.
Panels and workshops will focus on mental, physical, emotional and spiritual health. There will also be “health driven” food options from local chefs such as Farmacy and Farm Girl.
