Gwyneth Paltrow’s lifestyle brand, Goop, is on a serious roll. This year the company has gone international, pushed further into traditional retail, expanded its own brand, launched a podcast and taken back control of its quarterly magazine from Condé Nast. And now Goop has its sights set on TV.
Goop is in talks with Netflix to shoot and stream a series based on the brand’s core theme of ‘wellness,’ sources tell WWD.
The financials of the potential deal are unclear, but Paltrow has been developing the show for more than a year, telling The Hollywood Reporter last September that she was working with a production company to get a series pitch together.
Paltrow is also speculated to star in the show, which is said to be shaping up to be a series looking at wellness and homeopathic traditions in different cultures. But nothing is yet final, sources said.
Goop also has a knack for incorporating third-party branding into its retail, editorial and e-commerce businesses, which offsets cost and drives revenue for both parties, something that could well continue in a TV show.
More interesting to Netflix is likely the brand’s built-in audience - live wellness summits featuring Paltrow and other celebrities have sold out, as have Goop’s vitamins, and many of those fans would likely watch a Goop series based on the brand’s wellness position.
A Netflix spokeswoman declined to comment on talks or an impending deal, as did a spokeswoman for Goop.
