Gwyneth Paltrow has made her lifestyle brand so popular that even thieves want in on the action.
A pop-up shop in New York connected to the Oscar winner’s website Goop has been robbed of more than $173,000 (£115,000) worth of jewellery and watches.
The thieves struck at the Goop Mrkt store in the Time Warner Centre in mid-town Manhattan.
Three men entered the shop on Saturday and forced opened a cabinet full of merchandise. They were spotted by staff who called the police but the thieves managed to get away before law enforcement arrived, according to People.
A Goop spokesman confirmed to People that there was a theft but would not comment on specifics or the value of the merchandise.
“There was an isolated incident Saturday afternoon involving a very limited number of items, which was reported to the NYPD,” the spokesman said in a statement to the magazine.
“While the store was crowded during one of our busiest days, thankfully the NYPD responded quickly, our customers and staff are safe, and we remain open for business with proper security precautions in place.”
Gwyneth opened her first New York pop-up on November 23. She has previously run po-up shops in Dallas, Chicago and Los Angeles.
Goop and its online store are well known for featuring high-end and aspirational items. Leather jackets are on offer for more than $10,000 (£6,600), while leather bracelets retail for $275 (£183).
The store will be open until Christmas Eve.