Gwyneth Paltrow's pop-up Goop store in London to become permanent

Goop, the wellness brand founded by Gwyneth Paltrow, opened its first London pop-up store in September last year, and is now set to become a permanent shop.

The store, which was originally only meant to remain open until 27 January, is located on Westbourne Grove in Notting Hill and sells a variety of the items similar to those on offer on the Goop website.

It is divided into sections, stocking a mix of fashion, home, beauty and wellness products that have been chosen specifically to suit the tastes of UK customers.

The company opened its first permanent store in Los Angeles in September 2017, and has since opened several pop-ups in other cities.

The launch of the pop-up in London coincided with the 10th anniversary of the brand, which was founded by Paltrow in September 2008.

Goop has been condemned on several occasions for making “unscientific claims” about health products being sold on the site.

Shortly before the London pop-up opened, it was announced that the company had agreed to pay a settlement of $145,000 (£110,000) following the controversy surrounding the purported health benefits of using vaginal eggs.

In April 2017, Goop revealed that it would be launching a magazine, with its first print edition released the following September.

The magazine is now sold on a quarterly basis and costs $30 (£22.80) a year for subscribers.