Goop Opens 7th Permanent Store in Aspen, Embracing Alpine-inspired Design and Community Integration

Goop, the lifestyle brand founded and helmed by Gwyneth Paltrow, has landed in Aspen.

The company will open its seventh permanent retail store in the historic Collins Block building at 431 East Hopkins Avenue. The 647-square foot boutique carries the full range of Goop Beauty offerings, a curated G. Label by Goop fashion selection, and the brand’s signature selection of multibrand wellness, fine jewelry, home and lifestyle products.

Following a successful pop-up in the region, the company felt it was the right time to establish a permanent presence in the community.

“Our decision to expand into Aspen reflects the continued strength of Goop’s retail presence and our commitment to cultivating meaningful, in-person experiences,” said Matthew Blythe, Goop’s vice president of retail. “Aspen has long inspired us with its natural beauty, creative energy, and vibrant community, making it a clear next step for Goop.”

To create the space, Goop worked with Orange County-based design firm ViaClover, who designed the space in close collaboration with Paltrow. This is the second store ViaClover has worked on with Goop, following the success of the Goop Marin location which opened in 2024. The design is inspired by 1930s-1950s Alpine lodges, vintage European ski clubs, and old-world apothecaries.

One element includes the Kahrs Oak Ulf wooden floors from Stuga Studio, paired with hand-painted wall treatments and exclusive wallpaper by Fromental. Lighting throughout the store is curated from Volker Haug, Kawabi, and Studio Luddite, while fabrics come from Dedar.

The decor was designed to evoke understated luxury, utilitarian warmth and the charm of mountain hospitality, with an open shelving layout that’s reminiscent of alpine chalets and general stores.

Throughout the summer, Goop Aspen will host a series of curated, exclusive in-store experiences.

Prior to investing in permanent stores, Goop tested different markets with pop-up experiences before opening the first brick-and-mortar in 2017 in Brentwood, an upscale and quiet neighborhood in Los Angeles. The company then opened a store location every year; in 2018 came Sag Harbor in New York, then Santa Barbara inside the Rosewood Miramar Beach, followed by Mauna Lani in Hawaii and New York’s Bond Street in 2021 and Marin County in 2024.

A Goop store in Lido Village in Newport Beach, Calif., will open this fall.