Goop grief: Gwyneth Paltrow's aspirational lifestyle brand has set up shop in LA - and it ain't cheap

In the wake of her 'conscious uncoupling' from Coldplay singer Chris Martin, Gwyneth Paltrow has moved back to LA and opened up a swanky pop-up shop for her popular website, Goop. But just how much does it cost to buy into the Gwyneth lifestyle?

What do you do when your marriage 'consciously uncouples'? Hit the town with your A-list friends? Drown your sorrows in a bucket of vegan ice cream? Or how about open one of the most eagerly anticipated pop-up shops ever to... erm... pop up?

We're not sure about the ice cream part, but Gwyneth Paltrow has certainly ticked the other two items off her break-up recovery plan.

room with wooden floor and girl with bags

(Image credit: TBC)

Not only has she posted pictures on Instagram of her girls' night out with the likes of Nicole Richie, Gwen Stefani, Stella McCartney and Naomi Watts, but she's also just launched a bricks-and-mortar version of her ridiculously popular lifestyle website, Goop, in LA's upmarket Brentwood Country Mart.


The super-chic shop opened its doors on Monday 5 May and will close them again on Sunday 11 May, giving well-to-do shoppers just one week to personally stock up on Gwyneth-approved goods, from deep fat frying thermometers to designer dresses.

Every single item in the store is for sale - including the light fittings. So exactly what can Gwyneth-lovers buy? And, more importantly, how much will it set them back?

living room with pink wall and light and rack with green sofa

(Image credit: TBC)

The good news is that, if you've got $10 to spare, you won't walk away empty-handed... though you will only get a ball of cooking twine for your bucks.

The rest of the stock isn't quite so affordable. Take the fluffy cushion sitting on the sofa as you walk into the shop. That'll be $265, please. And the sofa itself? $7,000.

Elsewhere you'll find Khadi cloth blankets for $150, a vintage silver teapot for $825 and, our favourite, a leather Christian Dior backgammon board for a mere $2,350.

goop popup shop window

(Image credit: TBC)

On the fashion side of things, expect exclusive jewellery by Jennifer Meyer, Me&Ro and Sarah Chloe, Stella McCartney dresses (a snip at $1,195) and, of course, Goop-branded yoga tops and bottoms - $77 and $99 respectively.

Designed by Nickey Kehoe and curated by the Sears-Peyton Gallery, the store has a shabby-chic feel, all powder pink walls and exposed wooden beams.

goop gwyneth paltrow selfie

(Image credit: TBC)

It has emerged at an interesting time, both for Goop and its creator. Following her split from Coldplay singer Chris Martin in March, Paltrow announced that she was moving the Goop head offices from London - where she had lived for the past 10 years - to her old stomping ground in LA.

Not long after that, Goop CEO Seb Bishop announced his resignation from the company. Rumour has it that he fell out with Gwynnie over using the Goop website to announce the end of her marriage. Or perhaps he just didn't want to relocate his entire family to another continent...

gwyneth paltrow and seb bishop in bar

(Image credit: TBC)

Meantime, speculation has already begun about the possibility of a Goop flagship store. The brand isn't giving anything away, but if the pop-up shop is the success it's expected to be, then surely a more permanent shop presence must be on the cards.

But just in case it isn't, we're off to get our hands on that $10 ball of cooking twine while we still can...

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Heather Young

Heather Young has been Ideal Home’s Editor since late 2020, and Editor-In-Chief since 2023. She is an interiors journalist and editor who’s been working for some of the UK’s leading interiors magazines for over 20 years, both in-house and as a freelancer.