THE WHAT? Goop has announced its sixth physical store, this time at Marun Country Mart in California’s Bay Area. The new store builds on the brand’s bricks and mortar model with the addition of a treatment room for the first time.

THE DETAILS According to a report published by WWD, the store will use the dedicated space to offer facials while the retail area will stock Goop’s own labels: Goop Beauty and G.Label as well as homeware, jewelry and wellness essentials.

THE WHY? The store is part of the brand’s wider expansion strategy, WWD reports quoting Matthew Blythe, Senior Director of Retail Operations and Development at Goop. The brand is hoping to build its retail portfolio to 20 stores at a rate of between one and three openings a year.