Gwyneth Paltrow’s Goop Gift Pops Up in Brentwood

Goop, Goop Gift, Gwyneth Paltrow

Goop Gift Opens at the Brentwood Country Mart from December 1 to 24.

Move over Neiman Marcus Holiday Book. Make room for Gwyneth Paltrow’s goop Gift holiday shop. The Neiman Marcus holiday catalog, the annual publication highlighting unabashedly luxe gifts and wickedly unattainable (for most) experiences, has met its modern-day match with goop.

goop Gift, Goop, gwyneth paltrow

goop Gift

Goop, Paltrow’s lifestyle blog-cum-online shop, which is no slouch in the world of over-the-top holiday offerings ($55,000 set of Sennheiser headphones, luxe vibrator, $125,000 dumbbell set) has brought its online offerings into the brick-and-mortar world with the debut of the 3,000-square-foot goop pop-up shop at L.A.’s Brentwood Country Mart, open today through December 24.

While the goop Gift concept is new, this is not the first time Paltrow has given goop life in brick and mortar. In 2014, Paltrow launched a touring goop pop-up with stops in New York, San Francisco, and several other U.S. cities, including L.A.’s Brentwood Country Mart.

But goop Gift marks the first time that shoppers will be able to touch, feel, and, yes, buy items from the goop Gift holiday items instead of just ordering them online.

The store layout follows that of the online shop, in that it is shoppable by personality trait: The Health Nut, The Traveler, The Lover, The Host, Under 18 and more.

goop water bottles

Feeling extra generous this year? If the audiophile already has $55,000 headphones, don’t fret. There’s the WaterRower Rowing machine from MoMA ($1,500) that would make House of Cards‘ Frank Underwood froth with delight. Or gift the clotheshorse in your life an LG Styler steam closet ($2,000) so they can dry clean right from their own home. (Sorry: garment conveyor, plastic bags, and wire hangers not included.)

This year’s gift guide includes plenty of L.A.-centric picks, including a kiddo-approved coloring book, a Soupure soup cleanse, and a Free City T-shirt emblazoned with “Superwoman.” The shop also features plenty Goop exclusives, including picks from the site’s own line of beauty products in collaboration with Juice Beauty and a tray from cult fashion line Edie Parker and more. Our pick, for foodies and Cali girls alike, is a sampler from S.F.’s very own Cowgirl Creamery, but it’s hard to resist gifting (or getting) a pickle of the month club subscription. Our favorite guilty pleasure, only available if you live in L.A., may just be the 60-minute tarot reading with Erin K. Smith of Vardo Tarot, out of LA’s only mobile tarot truck. Erin, we’re picking up the phone now to call you…

goop. goop gift, consciously uncoupled key tagThere’s also plenty of hilarious, and affordable, conversation pieces and stocking stuffers. Have any newly divorced friends? How about the tongue-in-cheek “Consciously Uncoupled” keytag by Various Projects? Got a friend working through some emotional minefields? Might we suggest the tote emblazoned with “Emotional Baggage,” from The School of Life.

Goop Gift is also offering complimentary  hot chocolate and pumpkin spiced lattes, free calligraphy name tags and gift wrapping and, for a fee, monogramming and personalization is available.

Whether you’re a die-hard Goop devotee or just looking for unique holiday gifts, you better gulp down  your green juice, slip on those yoga pants and head out there fast because the good stuff, or shall we say — The goop Stuff — is going fast!

Goop gift is located at the Brentwood Country Mart, 225 26th Street, in Santa Monica. For more information, visit www.goop.com.

Images courtesy goop.

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Author:Michelle Dalton Tyree

Fashion Trends Daily is the brainchild of Michelle Dalton Tyree. She is the former West Coast Retail Editor for Women’s Wear Daily, Fashion Editor for The Japan Times, and founder of former L.A. luxury boutique Iconology. Michelle is frequently quoted about fashion retail trends in major media outlets such as NPR, KPCC, The Inside Source and the New York Times. She has developed content for many luxury brands and retailers and has written for Allure, Worth Global Style Network, Footwear News and other media outlets.