mornin' merry makers ☀️🧘♀️💎✨🛍️
today’s letter is all about the woman who turned yoni eggs, bone broth, and conscious uncoupling into a luxury business model.
the gwyneth.
she won an oscar, married a rockstar, and then casually founded a wellness empire built on juicers, jade, and jokes.
what started as a newsletter in 2008 now sits at the center of a sprawling brand universe with supplements, skincare, clothing, content, and retail stores that look like museum gift shops crossed with meditation temples.
recent glossy buzz around they’re 7th store opening in aspen and their plans to get to 20-30 locations by 2030.
i’m more excited to see their finally achieving financial wellness too.
our fifth feature in the 100 stores of summer series proves that controversy can be a feature, not a bug, when building a retail empire.
in today’s letter, you'll learn:
→ why goop is called goop
→ where they’re open & where they’re going next
→ the goop product hall of frame from diapers to bee venom therapy
→ their disney inspired revenue diversification strategy spanning stores, ghost kitchens, netflix shows, and more
stories i'm watching
name game: the name "goop" allegedly came from gwyneth’s initials with an added double-o because some branding consultant said successful companies have two o’s (see: google, yahoo, zoom).
the controversy playbook: instead of running from scandals (the “this smells like my v” candle & casually dropping a topless cooking video), goop leverages the attention to build brand awareness. classic "any press is good press" executed with hollywood precision.
you’ve made it to the good part 😎
this (& all the best stuff) is for paying merry members only 🔒 so click below to get the goods + support the merrymaking ↓
upgrade to paidwhat you get as a merry member:
- 🧱 bricks brand breakdown every monday
- 🛍️ behind the stores interviews every thursday
- 📎 expert designed tools, templates & resources
- ✏️ the merry makery newsie archive (every post ever!)
- 🫶 my eternal gratitude for helping me build this dream