Gwyneth Paltrow’s Goop partners with Nordstrom for a pop-up shop

Celebrated lifestyle brand Goop—the brainchild of actress Gwyneth Paltrow—is the latest business to join Pop-In@Nordstrom, an ongoing series of themed pop-up shops in select stores across the country and online that changes every four to six weeks.

Gwyneth Paltrow - goop

Despite dabbling with a small pop-up in Nolita for the recent launch of Goop’s latest fragrance, Edition 02, this is the first time the brand is partnering with a major retailer—to include having a simultaneous retail presence in multiple markets. The is also the first wellness-focused retail concept for both Goop and Nordstrom. The ultimate goal of the 'goop-In@Nordstrom' shop is to transform Goop’s holistic approach to wellness into a tangible shopping experience. “Goop has a way of conveying wellness concepts so they are not only easy to understand but also adopt and make a habit into a ritual, said Olivia Kim, Vice President of Creative Projects at Nordstrom.

Wellness was a strategic choice for the pop-up. While it has always been one of Goop’s most popular verticals, it has become of greater importance over the past few months—especially considering there is great consumer interest. Case in point, when the brand launched a collection of vitamins created in collaboration with four doctors back in March, Goop Wellness raked in over $100k in sales on launch day alone. Goop also recently partnered with Conde Nast to host its inaugural wellness summit, In Goop Health.

Pop-In@Nordstrom was incepted back in 2013. The goop-In@Nordstrom shop will be available at select Nordstrom stores and online from May 12 to June 25.
 

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