Gwyneth Paltrow's Goop MRKT Coming To Amagansett

Gwyneth Paltrow might spend time in Amagansett for rest and relaxation, but her company will be hard at work, popping up in the hamlet this summer to drum up more business.

The Oscar-winning actress’s lifestyle brand company, called Goop, will make its South Fork debut on Saturday at 145 Main Street in Amagansett as a pop-up marketplace. Dubbed Goop MRKT, the rented installation will run through August 20 and will sell products stamped with either the Goop brand or other brands recommended by Goop.

The store’s short-term residence on Main Street is a cottage that was previously occupied by the likes of the cosmetics store Essence and custom T-shirt design outlet Lucky Rock.

Historians know it as the Jonathan Schellinger “Red House,” built by Jacob Schellinger in 1763. It was part of a farm owned by the Schellinger family and used as a boardinghouse by George S. Schellinger in the late 1800s and early 1900s.

The cottage is currently owned by Lorne Michaels, the producer of “Saturday Night Live,” who purchased it from Adelaide de Menil in 1999 for $650,000.

Brittany Pattner, Goop’s creative director, said on Thursday, June 22, that local staff will soon be hired for the pop-up market. She said the store will be stocked with items for healthy summer living, including non-toxic skin care products, swimwear and beach towels. Prices range anywhere from $5 to $1,000.

“The pop-up store is really meant to be like a general store retail experience,” Ms. Pattner said. “We wanted to create a one-stop shop for anything people might need in the Hamptons. This will allow people to get the chance to have a hands-on experience with the Goop products.”

“Our products are meant to be direct-to-customer, meaning people will actually get to play with them and feel how luxurious they are,” said Noora Raj Brown, Goop’s vice president of communications.

This will be the seventh iteration of Goop MRKT after its first appearance in Brentwood, California, including stores in Dallas, New York City and San Francisco. While this will be Goop’s first physical appearance in the Hamptons, where Ms. Paltrow has a house in Amagansett, Ms. Pattner said Goop’s website offers yearly updates on what’s trending in the Hamptons.

“For us, it was really important to create an indigenous experience with the shop,” Ms. Pattner said. “The approach is to integrate a livable shopping space into the community. It’s basically thinking, what would Goop look like if they moved into this space full-time? Amagansett has been on our radar for a while since it’s such a great little part of the Hamptons.”