Small Business

Gwyneth Paltrow launches lux holiday pop-up shop

Gwyneth Paltrow's pop-up shop in NYC
Gwyneth Paltrow's pop-up shop in NYC

Actress and entrepreneur Gwyneth Paltrow is getting into the holiday spirit and bringing her e-commerce site Goop to New York City this holiday season.

Called "Goop Mrkt," the pop-up shop opened Monday inside Manhattan's Time Warner Center and features a mix of clothing, household items and makeup. And the collection features luxury goods and more affordable items for $100 or less.

Products include an exclusive capsule collection, designed in collaboration with Valentino. The 25 items in the collection include a $6,950 motorcycle jacket and $275 leather bracelets. The Valentino capsule collection is "Wonder Woman"-themed.

"It really celebrates female power and it's so exciting to be able to combine that power with fashion, and to celebrate a woman's entire being," says Lisa Gersh, chief executive of Goop. "This balanced person who is going to work, the person that is raising their kids, the person who is trying to do everything," said Gersh, also the former CEO of Martha Stewart Living Omnimedia.

The company did not comment on sales projections for the store or collection.

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Gwyneth Paltrow’s online shopping site Goop is opening a New York City pop-up store, featuring a Wonder Woman-inspired collection.
Source: Kate Rogers

"We want to service all of our readers and the whole spectrum of people who want to come in any buy a lovely T-shirt or buy a candle, maybe on the lower end of our prices, and also on the very high end," says Gersh, "The Valentino collaboration is very special … celebrating truly magnificent clothing."

Holiday pop-up retail spaces in fact are booming. According to industry watcher PopUp Republic, pop-up spaces are estimated to exceed $2.2 billion in sales this holiday season, with nearly 10,000 shops spanning shopping, dining and entertainment offerings, across the country. Recent pop-up spaces have emerged from many brands including Land's End, American Girl, West Elm, American Eagle Outfitters, Nike and Tesla Motors.

Bryant Park Christmas Village.
Source: Bryant Park

"Many other retail icons are turning to pop-up shops during the Christmas holiday shopping season as a way to reach out to loyal customers," says Jeremy Baras, CEO of PopUp Republic. "They might be launching a new line or want to engage their customer base in a more personal way through brick-and-mortar."

And that experience is what lifestyle brand Goop is hoping to achieve with its pop-up store.

"We try to create an environment that's a lifestyle," says Gersh. "The idea is really just to give our readers and customers the ability to experience the brand for real, not just virtually."

Read MoreHow savvy retailers are reinventing the pop-up model