Gwyneth Paltrow’s Goop Looks to Further Blend Content and Commerce

Goop HomepageReady for a little more “Goop” in your life?

Earlier last week, Goop, the digital lifestyle media company founded by actress Gwyneth Paltrow, announced that it was branching into e-commerce and had hired Lisa Gersh, the former CEO and president of Martha Stewart Living Omnimedia to run the company. To start, the site will offer Goop-branded goods and continue collaborating with A-list designers—like Michael Kors—to sell site-exclusive collections (Goop currently premieres one exclusive limited edition collaboration and an edit of its favorite brand weekly.) Eventually, according to Reuters, Goop “will launch its own label, stretching into apparel—starting with basic wardrobe staples—beauty and home.”

Founded in 2008 by Paltrow—who is Celebrity’s AXESS cover subject for 2014, Goop is clearly growing up beyond its roots as a newsletter-turned-website. However, the site is still personally curated by the Los Angeles-based “Iron Man 3” co-star, who is quick to share her favorite recipes, fashion finds, exercise tips, travel notes and cultural musings. In fact, much of the content, she has said, comes from her wanting to find solutions to her own problems and answers to her own questions, such as “What’s the best organic cleanse out there? What’s the top bakery in Montawk? Who are the must-have British designers of the moment?”

Goop isn’t the only celebrity-headed lifestyle brand looking to expand. Jessica Alba’s The Honest Company recently raised $70 million through venture capital funding (valuing the company at almost $1 billion), Blake Lively is building up her site Preserve, and Reese Witherspoon’s Southern lifestyle brand Draper James will launch a retail store in 2015.

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