Goop Opens 7th Permanent Store in Aspen

Goop just planted new roots in Aspen, trading in its 2018 pop-up for a permanent address on East Hopkins Avenue. The boutique sits inside the Collins Block, a historic space reimagined with vintage ski club flair. Spanning just 647 square feet, the store makes the most of every inch, mixing high design with local intention.

After testing the waters with a 2018 pop-up, Goop is now here to stay in Aspen. The permanent shop becomes the seventh in its growing retail family, with locations already in Brentwood, Sag Harbor, and Mauna Lani. It signals a bigger plan for 20 to 30 stores, slowly opening 2 or 3 each year.

Goop / IG / The new Gwyneth Paltrow wellness store is located at 431 East Hopkins Avenue, inside the Collins Block building.

It is small but mighty at just under 650 square feet. This street sees steady foot traffic from both longtime residents and visitors, especially during events like the Food & Wine Classic in June, when the boutique opened its doors.

Working with ViaClover, the design team that shaped Goop’s Marin store, the Aspen shop reflects alpine lodge nostalgia. Think 1930s ski clubs, wood-heavy interiors, and apothecary cool. It leans on vintage references without feeling like a theme park.

 

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The floors are made from Kahrs Oak Ulf wood by Stuga Studio, grounding the space in warmth. Hand-painted walls and custom Fromental wallpaper set a mood of quiet elegance. Dedar textiles and carefully chosen lighting bring softness to the mix, adding a lived-in texture to the luxury.

Utilitarian Warmth at the Heart of the Layout

Goop aimed for “utilitarian warmth” in layout, avoiding clutter while staying functional. Open shelves feel like a blend of mountain chalets and old-school pharmacies. It is less about visual spectacle and more about comfort and clarity. Everything has its place, but nothing screams for attention.

The brand’s beauty line saw a serious sales jump, up 34% in 2024. In Aspen, the full range is stocked, from skincare basics to the pricier top-shelf serums. Locals and tourists alike can test out the line firsthand, no samples or guessing needed.

Fashion holds its own in the new space, especially Goop’s in-house line, G. Label. The selection includes elevated loungewear and seasonal cashmere, which has fueled a 42% year-over-year sales boost.

Goop / IG / The new Goop store encourages browsing, even if you are not a brand loyalist or regular shopper.

The boutique also features products from Augustinus Bader, LYMA, and Westman Atelier. These sit alongside smaller indie brands and accessories, curated to match Goop’s wellness-meets-luxury vibe.

The store’s opening during the Food & Wine Classic was no accident. The plan includes more events throughout the year: book collaborations with New York’s Strand Bookstore, fashion trunk shows, and wellness-focused gatherings that make the space feel like more than just a shop.

Staff weren’t flown in from elsewhere. Goop hired locally, offering competitive pay and benefits. This move builds goodwill in a town where national brands often bring their own. It also keeps the store tuned into the rhythms and needs of the Aspen community.