Inside Gwyneth Paltrow’s First Goop Shop in London

As expected, the store covers everything from scented candles, jewellery and beauty products to Paltrow's cookbooks, jade eggs and organic sex toys.

Gwyneth Paltrow has opened the UK’s first Goop store in London.

The opening marks exactly 10 years to the day since Paltrow, 45, sent the first Goop e-newsletter from her kitchen table in her North West London home.

Founded in 2008, Paltrow’s weekly e-newsletter (offering fans her recommendations, including recipes, products and health and fitness tips) went on to become a full lifestyle brand which is now celebrating its tenth anniversary with a pop-up shop in London’s Notting Hill – the first step in Goop’s European expansion plan.

Located at 188 Westbourne Grove, the will be open from 25 September 2018 until 27 January 2019, and will also be shipping to the UK for the first time.

Goop’s European debut will offer the brand’s products across skincare, fragrance, apparel, jewellery, books and homeware, and also marks the launch of a fully fledged e-commerce store.

The homeware offering ranges from chopping boards, bottle openers, glassware and kitchen towels to scented candles, porcelain and home accessories.

The actress-turned-entrepreneur is also showcasing Goop x CB2, the brand’s first furniture and homeware collection which launched earlier this month. Goop’s designs mix with CB2’s modern approach to design on a collection of painted porcelain plates, leather fireside accessories and wicker baskets.

The store design was conceived by interior designer Fran Hickman who worked with Wild At Heart’s Nikki Tibbles, Nest Design, Vitsoe and Pinch on the vision for the pop-up space, which boasts several levels and a small courtyard.

The pop-up is said to be an opportunity to ‘experience Goop’s values of balance and personal enrichment, range of quality products and holistic approach to wellbeing’ in a physical space at the heart of where the brand started.

The company, which the New York Times estimates is worth £190 million opened its first-ever permanent shop in Los Angeles last September and has since hosted pop-ups in several US cities.

We’re told that this is only the beginning.

The pop up is open at 188 Westbourne Grove, from 25th September 2018 until 27 January 2019.

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