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Nordstrom scoops up Goop and Draper James

Gwyneth Paltrow attends a Goop pop-up store in 2014.
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Gwyneth Paltrow attends a Goop pop-up store in 2014.

Nordstrom is moving on from Ivanka and turning to Hollywood stars instead. Starting this month, the department store will stock Gwyneth Paltrow's beauty and wellness brand, Goop, and Reese Witherspoon's fashion label, Draper James.

As part of Nordstrom's ongoing shop-in-shop program, Pop-In, Goop now has boutiques in eight Nordstrom stores across Washington, Texas, California, Chicago, Vancouver, and Toronto through June 25th, as well as an online presence. The Goop boutiques sell beauty, apparel, home, and accessories from Goop's in-house label, as well as other GP-loved brands.

Expect Goop's skincare and vitamins, GP's cookbooks, Juice Beauty makeup, and those infamous Moon Juice dusts (sadly, there are no vagina eggs). The space will also be selling Goop's "Good Medicine Bags," which appear to be a bag of rocks, for a clean $85.

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While a partnership between Goop and Nordstrom might not necessarily seem totally natural (it's hard to imagine your standard mom shelling out $15,000 for a golden dildo), it's just another part of GP rapidly expanding her business. In the past few weeks, she's launched a shop on Net-a-Porter (as has Witherspoon) and announced a Goop magazine with Condé Nast and Anna Wintour. While people love to hate on GP (and Goop), the brand is on fire: In March, Goop Wellness made $100,000 in vitamin sales on its first day.

Source: Draper James

A Draper James partnership, on the other hand, is a great fit for Nordstrom. The Southern-style brand Witherspoon launched in 2015 debuts at Nordstrom today. It will be available on the Nordstrom site and in 15 stores across Ohio, Texas, Georgia, Arizona, North Carolina, Virginia, and California, with some pieces exclusive to Nordstrom.

Nordstrom has been dogged about reviving the dying department store space, and its winning strategy has been inking partnerships with in-demand brands, like Khloe Kardashian's denim line, Good American; Britain's Topshop; J.Crew's trendy sister, Madewell; and menswear startup Bonobos. Adding a couple of Oscar-winning actresses to the roster certainly can't hurt.