Goop, the modern lifestyle brand founded by Gwyneth Paltrow, is partnering with Nordstrom to bring coveted retail curation to Pop-In@Nordstrom in select stores across the US and online. This is the first-time Goop is working with a major retailer in this capacity, and will have a concurrent retail presence in multiple markets at once.
“Our pop-ups have been an incredible opportunity to really connect with our readers and shoppers across the country—this partnership with Nordstrom allows us to provide that experience on a heightened level of scale, touching new markets and shoppers in the process,” said Gwyneth Paltrow, Founder and CEO, Goop.
goop-In@Nordstrom will feature a mix of wellness-focused products curated by the Goop team, spanning across apparel, accessories, beauty and home. Each shop will be merchandised as an enclosed living space, with furniture and design by 1st Dibs and custom Chinoiserie wallcoverings by Fromental.
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“We love how Goop has created a lively community around everything from zoodles to Zen. They have 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.
Pop-In@Nordstrom is the Goop’s ongoing series of themed pop-up shops developed and curated by Kim, built on the notion of discovery as a way to create energy, inspiration and disruption throughout the retailer’s highest profile stores. Each shop transitions every four to six weeks in a new design to offer exclusive finds under a unique theme, introducing new brands and merchandise to keep customers coming back for a fun and compelling shopping experience in stores and online.
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