Paltrow’s Goop has new CEO

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Paltrow’s Goop has new CEO

Goop, the lifestyle blog and online shopping site founded by actress Gwyneth Paltrow in 2008, named a new chief executive officer on Monday to spearhead an e-commerce expansion that includes Goop-branded apparel.

Lisa Gersh, who was previously CEO and president of Martha Stewart Living Omnimedia and co-founder of Oxygen Media, will expand the site’s tie-ups with fashion designers including Stella McCartney and Diane von Furstenberg next year.

“We have a brand. Now it’s time to build the business to that level,” Gersh said in an interview.

For the next 18 months, Goop will focus on being a U.S.-based site that ships globally. Goop will also build its own advertising team to tap into the site’s loyal fan base, said Gersh, who also sits on the board of toy maker Hasbro.

Eventually, Goop will launch its own label, stretching into apparel - starting with basic wardrobe staples - beauty and home, Gersh added.

“We’ve seen the mistakes out there,” she said. “We’ll take small steps.”

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