Two high-profile spots on the north side of the Cooper Avenue pedestrian mall that sat empty during the summer will be filled for the upcoming winter tourist season, but there are no plans for the stores to stick around beyond the spring of 2020.
Goop, which occupied the space at 422 E. Cooper Ave. in the summer of 2018, is returning. A spokesperson for the women’s fashion and lifestyle retailer said Friday that the pop-up would be opening on Dec. 12. Goop was launched by actress Gwyneth Paltrow from its beginnings more than 10 years ago as a weekly newsletter.
The space next door, at 430 E. Cooper Ave., will be occupied by Max-Bone, a retailer that also specializes in fashions and lifestyles — for dogs. Like Goop, Max-Bone is based in California and also has a strong online presence and a strategy of opening pop-up stores in tony resort destinations. Mariana Alves, the company’s digital and social media director, said Friday that plans call for a Dec. 5 opening.
Both short-term leases were negotiated through Angi Wang of local real estate brokerage Setterfield & Bright. Broker Karen Setterfield said long-term leases can’t be signed for the two spaces because both are part of two separate buildings — the Red Onion Building, in the case of 422 E. Cooper, and the Bidwell Building, in the case of 430 E. Cooper — that are slated for redevelopment.
Setterfield explained that the downtown Aspen retail market is extremely tight.
“There are almost no vacancies in Aspen for retail,” Setterfield said. “But in those spaces on East Cooper, because of future plans for construction, we can’t do five-year leases, we have to do pop-ups.”
The spaces to be occupied by Goop and Max-Bone sit to the immediate right of the longtime Red Onion restaurant (if one is standing on the pedestrian mall, facing north). To the left of the busy eatery is another empty space that was formerly occupied by Only Natural Pet, a pet-care chain headquartered in Boulder.
Only Natural Pet was in the 416 E. Cooper Ave. space for two years before the company decided to close it. The company is looking to sublease the space after signing a five-year lease in 2016 that was brokered by Setterfield & Bright. Setterfield declined to comment on the current situation involving the lease or the space.
However, with the addition of Goop and Max-Bone, she pointed out that the Cooper Avenue Mall will be “fully leased and ready for the winter.”
Goop’s spokesperson declined to comment on plans for the pop-up retail operation. According to the website goop.com, Paltrow initially created the newsletter “to organize her unbiased travel recommendations, health-centric recipes, and shopping discoveries for friends, and also as a place to get her own questions — about health, fitness and the psyche — answered.”
Now, Goop is an online and physical store seller of beauty, food, style, wellness and travel products, according to the site.
“We take a curious, unbiased, open-minded, and service-centric approach to the work we do. We test the waters so that you don’t have to,” the company says of its values.
Alves spoke in great detail about Max-Bone and the company’s reason for coming to Aspen. The retailer most recently had a pop-up in Southampton, New York, in August, that proved successful, she said.
Shoppers can find high-quality winter jackets, rain jackets, jumpsuits and leashes for their pets at Max-Bone, according to Alves. The company is planning to hold fun events there, such as lighthearted athletic competitions that will be centered around Winter X Games weekend.
Dogs are welcome, “as they are our main customers,” she said.