Inside Gwyneth Paltrow’s new (and permanent) Goop store

Gwyneth Paltrow has opened her first standalone Goop store din Brentwood Country Mart, in LA. 

"It’s fitting that Goop Lab is in the Brentwood Country Mart, which has been a part of my life since I was a child," she told Architectural Digest, saying it “even occupies part of the candy store I used to walk to."

The shopping centre in Los Angeles is already home to high-end restaurants and shopping so Goop's luxury items should be right at home.

Paltrow enlisted design help for her new permanent shop from her personal interior designers Robin Standefer and Stephen Alesch of Roman and Williams.

"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," she said.

The store will carry Goop’s signature products, home décor and a gardening section.

According to Standefer employees will be encouraged to "pull up a chair" and help buyers. 

"In retail right now, experience is everything," Standefer said. "The idea is also to be educated while you’re shopping."