LOS ANGELES, United States — After tripling its year-over-year revenue in 2017, Gwyneth Paltrow's Goop is beefing up its editorial and partnerships teams to keep up with the growth.
First, an addition at the top of the masthead: Danielle Pergament, formerly executive editor of Condé Nast’s beauty title, Allure, has been appointed editor-in-chief, effective February 21. Reporting to Elise Loehnen, Goop’s chief content officer, Pergament will oversee editorial content published online, in the twice-weekly newsletter and in the print publication, which is produced in partnership with Condé Nast.
“Goop is rooted in editorial, and as we continue to move into new platforms, we are evolving the way that we deliver stories as well,” says Loehnen, who oversees the programming of those new platforms, including the In Goop Health conferences and an upcoming television show, which is still in early development. “As editor-in-chief, [Pergament] will be expanding our editorial strategy and layering in more storytelling, from first-person essays to investigative journalism.”
Goop has also hired InStyle’s style director Ali Pew as fashion director and Anne Keane, formerly Lucky magazine’s fashion director and previously a Goop contributor, as fashion strategy director. Both will represent the company at fashion week in New York and internationally. Pew will oversee Goop’s fashion point of view across editorial, advertising and e-commerce. Keane will continue her “Ask Anne” column and work with Goop’s buyers on the multi-brand fashion e-commerce leg of the business. She will also assist with brand partnerships and collaborations, which have included projects with Christian Louboutin, Valentino and Stella McCartney in the past.
“[Keane and Pew] are both filling strategic, cross-functional roles that elevate Goop’s modern point of view and redefine the relationship that a fashion media brand can have with its audience,” says Loehnen.
All three new hires spent time at Lucky, Condé shopping title that shuttered after it failed to make the jump from print magazine to contextual e-commerce company in 2015. In fact, most of Goop's editorial team comes from Lucky, including former editorial projects director Loehnen, former beauty director Jean Godfrey June (who now has the same title at Goop) and Megan O'Neill, Goop's senior beauty editor, who was most recently an editor at Elle.
Condé Nast and Hearst are not the only legacy publishers that Goop has mined for talent. Katie Di Matteo, formerly a vp of brand marketing at Time Inc, is joining as senior director of marketing and brand partnerships. Marissa Fuchs, formerly advertising director at Clique Brands, is also joining as director of brand partnerships.
It's no surprise that Goop is staffing up on the partnerships side. Goop-branded products are the company’s fastest-growing category, quadrupling in sales revenue in 2017, and one of its biggest growth opportunities as it looks to parlay its brand awareness into exclusive product and collections. The company already has its own clothing label, skincare line, fragrance, book imprint, bath salts and vitamins, with plans to launch new or additional branded products in home, beauty and wellness.
On the fashion front, Goop is planning to expand its own apparel label, featuring more silhouettes and prints, and working to integrate it more seamlessly with the other fashion products sold on the site.
Market sources estimate that the content and commerce company brought in $15 to $20 million in 2016, putting its 2017 revenue at an estimated $45 to $60 million. The company has raised $25 million in venture capital funding.
Editor's Note: An earlier version of this article stated that Goop is working with the entertainment production company Propagate on its television show. That is incorrect. Goop is no longer working with Propagate.