goop to bring shop-in-shops inside eight Nordstrom locations in North America

15 May 2017 (Last Updated May 15th, 2017 18:30)

Specialty fashion retailer Nordstrom is partnering with lifestyle brand goop to bring the latter’s retail curation to [email protected] in the US, Canada and online.

goop to bring shop-in-shops inside eight Nordstrom locations in North America

Specialty fashion retailer Nordstrom is partnering with lifestyle brand goop to bring the latter’s retail curation to [email protected] in the US, Canada and online.

The move aims to translate goop's approach to wellness into a limited-edition retail concept.

[email protected] is Nordstrom’s ongoing series of themed pop-up shops that transitions every four to six weeks to offer a new shopping experience and exclusive merchandise.

[email protected] will feature wellness-focused products such as apparel, accessories, beauty and home.

goop's own line of luxury skincare, wellness, apparel and fragrance, products to be housed at the Nordstrom pop-up also includes selective items from the brand's online shop.

Nordstrom creative projects vice-president Olivia Kim said: “We love how goop has created a lively community around everything from zoodles to Zen.

"This partnership with Nordstrom allows us to provide that experience on a heightened level of scale, touching new markets and shoppers in the process.”

"They have a way of conveying wellness concepts so they are not only easy to understand, but also adopt and make a habit into a ritual."

goop founder and CEO Gwyneth Paltrow added: "Our pop-ups have been an incredible opportunity to really connect with our readers and shoppers across the country, this partnership with Nordstrom allows us to provide that experience on a heightened level of scale, touching new markets and shoppers in the process.”

The [email protected] shops can be found in Nordstrom stores in the US and Canada, as well as Nordstrom.com/POP from 12 May to 25 June.


Image: goop is a modern lifestyle brand founded by Gwyneth Paltrow. Photo: courtesy of Nordstrom.