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Goop: from pop-up to permanent

10 years to the day after Gwyneth Paltrow first came up with the idea for Goop in her North West London kitchen, Goop launched their first international store in London. The pop-up hosted events where customers could learn about beauty and wellness, with guidance provided by in-store experts. The pop-up saw extensive press coverage, including Refinery29, Buzzfeed, Vogue and Timeout. After a successful four-month pop-up on Westbourne Grove, Gwyneth decided to turn it into a permanent home for their brand.

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