Brick-and-mortar stores leaping into the World Wide Web in the 1990s was as rad and cool as things got back then (insert your own '90s-ism if you like).
But companies that began online only to later jump into the brick-and-mortar-dom sphere? It's a later trend that didn't always receive the spotlight or buzz.
There is, however, an exception: Gwyneth Paltrow's lifestyle-oriented Goop is soon to open a pop-up shop at what's believed to be the Brentwood Country Mart.
As the "pop-up" part would denote, the store will not linger for long: "May 5-12" is listed on the farm-style Dutch Door in the photo Ms. Paltrow shared on her Instagram.
If the actor's recent split announcement from Coldplay's Chris Martin or the burbles that she'd permanently relocate to Los Angeles from her current home in London were any indication, count on all Goop followers and all followers of Goop followers and everyone who comments upon the online lifestyle sphere to be abuzz until the store's official debut.
And through it, too: One can imagine the visitors to the space, which is likely on the snugger side, given the Brentwood Country Mart's cozy feel, will be legion. Early arrival is probably a good solution.
Refinery 29 speculates what might be for sale behind the cute door -- sunscreen is one product pitched as a possibility -- but a spin around Goop, which frequently covers Southern California designers and craftspeople, may provide a few clues.