Goop apparel? It's coming

Gwyneth Paltrow's lifestyle website is moving into e-commerce.

Since its launch in 2008, Gwyneth Paltrow's Goop, where she famously announced the news of her "conscious uncoupling" with Chris Martin, aimed to be the go-to source for those who love to "make, go, get, do, be, and see." Fashion was a natural extension of that for Paltrow, and eventually the site partnered with fashion designers like Stella McCartney, Michael Kors, and Diane von Furstenberg for exclusive capsule collections.

With the addition of Martha Stewart Living Omnimedia's Lisa Gersh as chief executive officer yesterday, Goop is tackling e-commerce next. "We have a brand. Now it's time to build the business to that level," said Gersh, who, according to Reuters, met Paltrow after she began advising her celebrity trainer Tracy Anderson. In the next year and a half, Goop will start with basic wardrobe staples and then venture into beauty and home. "We've seen the mistakes out there," Gersh said. "We'll take small steps"-probably noting the celebrity fashion line onslaught in the early 2000s. Remember Sarah Jessica Parker's ill-fated Bitten or Jennifer Lopez's Sweetface? Still, some have parlayed their celebrity status into a veritable brand. Maybe we'll all be wearing Goop next season.

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