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Nordstrom partners with Hollywood celeb on wellness pop-up


Wellness is in these days with department stores.

Nordstrom is partnering with goop, the online lifestyle brand founded by Gwyneth Paltrow, to open a series of wellness-themed pop-ups, called goop-in@Nordstrom, in eight Nordstrom stores across the country. The launch comes days after Saks Fifth Avenue debuted an expansive health and fitness concept, called The Wellery, in its Manhattan flagship.

Opening May 12, the goop pop-up will feature a mix of wellness-focused merchandise — curated by the goop team — across apparel, accessories, beauty and home. Products include goop's lines of luxury skincare, wellness, apparel and fragrance, as well as hand-picked items from the brand’s digital shop. The shop is being presented as an “enclosed living space” with furniture and design by 1stDibs and custom Chinoiserie wall coverings by Fromental.

The goop shop is the latest in Nordstrom’s ongoing series of themed pop-up shops, called Pop-In@Norstrom, which was developed and curated by Olivia Kim, the retailer’s VP of creative projects. The format is designed to feature a different brand of new, often exclusive merchandise every four to six weeks.

"We love how goop has created a lively community around everything from zoodles to Zen," said Kim. "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. Whether it's through health, fitness, or food, or whatever is manageable through your day, integrating self-care should be easy.”

This is Nordstrom’s first wellness-focused retail concept. It will be avail-able in select stores from May 12 to June 25, with products available online as well. Here are the stores that will feature the good pop-up:

• Downtown Seattle, Seattle

• Bellevue Square, Bellevue, Washington

• NorthPark Center, Dallas

• The Grove, Los Angeles

• South Coast Plaza, Costa Mesa, California

• Michigan Avenue, Chicago

• CF Pacific Centre, Vancouver

• CF Toronto Eaton Centre, Toronto

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