Gwyneth Paltrow's long-awaited Goop standalone store opened its doors Sept.16 at the Brentwood Country Mart in Los Angeles. Roman & Williams Buildings and Interiors, the pairing of married couple Stephen Alesch and Robin Standefer, teamed up with Goop for the second time to help conceptualize the absurdly, ultra chic Brentwood bungalow. 

Paltrow was not concerned with the challenges that come with running a physical store. The lifestyle guru's standalone shop raises the bar as it provides a residential-feel to the shopping experience. The store includes a living room, kitchen, apothecary, mudroom, greenhouse and porch. Goop's standalone store follows the success of the brand's pop-up shops in New York, among other select cities. 

"The success of our pop-up installations, a franchise that we are going to continue on an even larger scale, is proof of concept for the customer appetite for a permanent retail presence from Goop," Noora Raj Brown, a press representative from Goop, told International Business Times Wednesday. "Though Goop is a digital native, it's always been part of our DNA to provide our readers with tangible expressions of the brand."

"We are planning additional store expansions in the future, but cannot disclose the locations yet," Brown added. 

 

"We are thrilled to continue to be in partnership and friendship with goop and Gwyneth," Standefer said in a press release issued to IBT. "Goop Lab was created as a space that transports its guests into a comfortable dreamy home. Bringing goop to life with this permanence and creativity was a true joy for us to do."

Brentwood Country Mart, which houses Goop, also hosts artisanal restaurants and high-end shopping. Goop would seem to be the perfect addition to the shopping center.

"We welcomed #GoopLAB to the Brentwood Country Mart and couldn't be prouder," Brentwood Country Mart wrote in an Instagram post on Monday. "Goop's talent, enthusiasm and joy for design and merchandising is truly an inspiration."

Goop will carry its essential products featured on its website, which includes high-end beauty products and the signature Goop Label clothing. However, it will prove to be much more than the typical boutique shopping experience many are accustomed to.  

"We see the store as an extension of Goop HQ. You'll see our food editor cooking in the kitchen at events or our beauty buyers trying out the in-store beauty services," Paltrow told Architectural Digest Sept. 14.

The store's fashion offerings will also feature a limited-edition collaboration line between Goop and Christian Louboutin. The collection includes four exclusive women's styles and one baby shoe. 

 

Goop came a long way from its early beginning. Emerging in 2008, Paltrow transformed the company from a weekly newsletter into a profitable lifestyle brand. The company, however, received backlash for carrying strange products (i.e. vampire repellant spray), overpriced items and giving questionable advice to readers. Paltrow managed to overcome the backlash and defy critics with the success of Goop, a brand that caused her to take a back seat in her successful acting career.

Paltrow, in addition to launching a Goop blog and store, also unveiled a magazine for the brand. Her ambitious plans don't stop there as the actress turned businesswoman desires to create a television show in the vein of Goop's essence.

"What we are thinking of doing is a TV show with the working title 'The Radical Wellness Show,'" Paltrow told The Hollywood Reporter Wednesday. "I would be going into the field and talking to any number of doctors, scientists, civilians, people in crisis in Flint, Michigan, where there is something to uncover and confront about wellness."

Paltrow added: "We would want it to feel more Vice-y in its vibe, but we're just in the brainstorming phase. We signed on with Ben Silverman's production company, Propagate, to help us formalize and pitch it."

Gwyneth Paltrow Gwyneth Paltrow, pictured October 29, 2015 at amfAR's Inspiration Gala in Hollywood, California, launched her first-ever standalone Goop store that's as ridiculous and trendy as the company. Photo: Getty Images

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