Goop plans to build on the success of its popular online gift guide this holiday season by bringing its guide-themed pop-up shop to three new cities: Miami, Newport Beach and New York City.
Running from November 16 to December 24, the shops will sell a wide range of items merchandised into categories taken from the much-discussed guide, including “The Traveler,” “The Guy,” “Under 18” and “Ridiculous But Awesome.”
The clear reason for the expansion: The first rendition of the pop-up, which debuted last year in Los Angeles, exceeded sales expectations by 200 percent. Sales were comparable to the guide’s online sales, according to a Goop representative.
“The top-line feedback with our guide is that we’ve done all the work for people and are a one-stop shop for them during the holidays,” said Elise Loehnen, the company’s chief content officer, adding that the kids’ and men’s categories are the most popular.
The goal of Goop Gift is to bring the guide to life, by making almost all of the 600 products featured available in store. Certain experiential gifts from the “Ridiculous But Awesome” category are the one exception. Cadillac’s “Book” program, for instance, which provides consumers paying $1,800 a month with unlimited access to the automotive brand’s suite of cars, will be featured online only.
Inside last year’s Goop Gift pop-up shop in Los Angeles
In-store, the priciest gift will be a Bamford watch, retailing for $11,952. More practical shoppers can opt for items like Lingua Franca cashmere sweaters, Paravel packing cubes, Speaqua waterproof speakers or — the cheapest item — Suvana lip balm ($4).
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According to Loehnen, Goop’s buyers and editors combed through thousands of options to source the bests gifts, a process that brand founder Gwyneth Paltrow was “incredibly involved” in. “We only put things we really like in front of her, so we’ll show her 40 things, and then we’ll go back out to look for the things that she feels we’re missing,” she said, noting that both Paltrow and her two children bring forth ideas as well.
Of course, Goop’s own products will be on hand too, including their clean skin care, clothing, non-toxic fragrances and vitamin packs. Sales of Goop-branded items are expected to grow 600 percent this year, according to the company’s head of partnerships and sales, Kim Kreuzberger. “We’re so proud of the products we’ve created, but we’re also obsessed with other brands,” said Kreuzberger of their decision to sell non-Goop products. “We believe there’s room for both in our lives and our stores.”
While all of the outside products were purchased wholesale-style, certain brands like Reebok and Vince are positioned as “partners,” with a larger offering of their product available at the pop-ups. After the holidays, Goop plans to place wholesale product orders for these brands’ best-selling items.
Inside last year’s Goop Gift pop-up shop in Los Angeles
All three stores will double as event spaces, hosting parties with Paltrow and Goop staff, as well as workout classes and kid-friendly events. They will also offer on-site gift wrapping, calligraphy and hand delivery, the latter of which is still being finalized with an as-yet-unnamed tech partner.
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Although this is the first expansion of its Gift pop-up, Goop has held its Mrkt pop-up across cities like Los Angeles, Chicago and Dallas since 2014. According to Kreuzberger, the Mrkt franchise is “more conceptual and meant to evoke a certain mood,” while Goop Gift is purely service-driven.
Indeed, Goop’s New York–based Mrkt pop-up in 2015 was decked out like a luxurious townhouse by design firm Roman and Williams, a stark contrast to the minimal, warehouse-like look of last year’s Los Angeles Gift shop. It remains to be seen which route these latest shops will take.
