Gwyneth Paltrow recently sat down for an interview with The Hollywood Reporter to talk about expanding Goop and about her haters. Here's what she had to say:
Many say traditional shopping is dead, so why open a Goop brick-and-mortar store?
"I do think there are people who have formed a bond with a digital brand that's resonant for them, and they want an IRL touchpoint. We have come to that from all of our pop-up shops and seeing how our readers and shoppers like to interact with the brand and smell the perfume and try things on and be in the Goop world. And looking at models like Warby Parker and Bonobos and the "click 'n' mortar" dynamic, where someone is really connecting online but appreciating an offline experience, we're a brand that's primed to do that. I envision retail being a more dynamic experience, using the store for talks, signings, lectures and wellness activations, making it a living space where you are coming into our collective home."
The store design is very residential-feeling. Is this hinting at a move into the hospitality category? Will there be Goop spas or hotels?
"That's part of my plan. We are a few years away, but there's a big opportunity to have somewhere where people are interested in wellness or a reset, a real retreat where you can have access to Goop's doctors."
Why launch a magazine now, when print media is challenged?
"The media side provides a platform whereby we can create relevance and context for why we are selling what we're selling. For me, a magazine kid, the thought of doing a magazine with Conde Nast and being able to leverage their creative and design side and sit with Anna Wintour was so great. Hopefully, we might reach people who heard about Goop from a jade egg but don't know much about the actual content and what our values stand for."
What are the pros and cons of your celebrity now that you are a business and media mogul?
"It makes it much more difficult. For the business I'm creating, it's an obstacle I always have to overcome. For example, Reese [Witherspoon], who is a dear friend, has this quickly growing Draper James [clothing] business, and she leverages her celebrity in a great way for her brand. But for this model — where I'm trying to make Goop bigger than me and its own brand — you become inextricably linked. I'm a target in a way most entrepreneurs are not."
Read the full interview at The Hollywood Reporter.
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