Ex-Martha Stewart CEO will head Gwyneth Paltrow's goop

Lisa Gersh in 2011.
Cindy Ord | Getty Images
Lisa Gersh in 2011.

Lisa Gersh, former CEO of Martha Stewart Living Omnimedia, will head goop, Gwyneth Paltrow's lifestyle and e-commerce company, reports Pret-a-Reporter.

As CEO, Gersh will manage fashion collaboration with brands such as Stella McCartney and Diane Von Furstenburg. She will also oversee the launch of goop's own label as well as pop-up events and stores.

Gersh said she is drawn to goop for its multiple revenue streams and the way the company "successfully fuses content and revenue-generating retail."

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In a statement, Paltrow said "Lisa is a visionary leader with unparalleled creativity and savvy ... She's the perfect person to build on the momentum we have already created at goop and to diversify our opportunities to bring goop's positive energy directly to consumers in what they read, what they try, what they buy and how they live."

Gersh replaces Sebastian Bishop, who left in April. In 2011 and 2012, goop was more than $300,000 underwater, according to Pret-a-Reporter.

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Read the full story on Pret-a-Reporter.