It's not all yoni eggs: goop comes to London as Gwyneth Paltrow opens first UK store - here's our pick of the homeware

Okay, the firewood tote costs £475. But happily, much of this range is surprisingly affordable. 
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Jess Denham3 October 2018

Gwyneth Paltrow's lifestyle brand goop has raised many a cynic's eyebrow with its 'hormone-balancing' yoni eggs and organic sex toys.

Now, it's first UK store has opened in the Hollywood actress's old west London stomping ground, giving us all the long-awaited chance to check it out for ourselves.

And although in store you can pick up one of the rose quartz yoni eggs goop became infamous for endorsing for £55, you'll also find a range of homewares, including some relatively low-priced items.

The Notting Hill pop-up opened on September 25 to mark ten years since the Hollywood actress sent her first goop newsletter from the home she shared with her ex-husband, Coldplay frontman Chris Martin, in nearby Belsize Park.

It will stay put at 188 Westbourne Grove for four months until January 27 next year.

London base: the capital's first physical goop store is popping up in Westbourne Grove
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London-based interior designer Fran Hickman is the creative mastermind behind goop’s bricks and mortar incarnation.

She has combined elements of California-inspired design, such as natural materials, and referenced the Zen-influenced monochrome paintings of Yves Klein and the early physic gardens devoted to studying the medicinal and restorative qualities of plants.

The store is split into four sections: casual wear and jewellery; beauty, wellness and sexual health; sportswear; and homeware.

'GP' herself has given all items on sale her personal seal of approval — everything is "clean" and "high performance".

The homeware on sale has been designed in collaboration with CB2, the hip diffusion line from North American furniture brand Crate & Barrel targeted at millennials with a mid-century modern vibe.

Mixing "functionality and elegance" warmed up with textures, prints and high-quality finishes, goop x CB2 is a 58-piece collection including furniture, soft furnishings and glassware.

Cali style: interior designer Fran Hickman turned to natural materials
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"Our home is full of comfortable nooks for playing, lounging, just being present together. Every room is as chic as it is inviting," says Paltrow.

"There's a layered quality — a mix of pieces from different eras, places and times in my life — accented by nostalgic objects amassed over the years."

Her goop x CB2 favourites include the Curvo pink velvet sofa, "a nod to Italian mid-century design with its fluid lines", and the Belsize wooden stools/coffee tables "inspired by African mortars".

"Put the couch and stools together and…magic!"

Not everything from goop x CB2 is available to buy in the London pop-up, but a carefully-chosen selection is.

Highlights include a leather and steel tote for firewood (if your budget extends to an eye-watering £475), a floral debossed five-piece cutlery set (£40) and hand-blown flared wine glasses (£20).

Happily, much of this range is surprisingly affordable.

Chelsea chinaware with a hand-applied birds-and-butterflies pattern is inspired by a French take on traditional Chinese motifts. The silver-rimmed dinner plates and soup bowls cost £20 each and the coffee mug, £15.

Surprisingly affordable: the Chelsea dinner plates and soup bowls cost just £20

"We worked really hard to get the delicate profile just right," says Paltrow. "You get that wedding-china quality without the hefty price tag, or the guilt of using them every day."

If you don't live in the capital, you'll soon be able to buy goop's goodies online. The brand is expanding into the European e-commerce market soon after tripling its US revenue year on year.

"This September is a watershed moment for goop. It's our 10-year anniversary and our London homecoming; the latter sets the stage for the next phase of the business as we expand into international markets,” says Paltrow.

"It's both humbling and long overdue to open a store back in London where goop was born."

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