Update: As you know, we said we would keep you updated on the goop scoop as we found out more, and we are keeping our promise. goop MRKT will be open from September 12 through November 17 as a pop-up, as we originally suspected. 

Okay ladies, listen up. Word has gotten out that Gwenyth Paltrow’s goop has set its sights on a prime brick-and-mortar location (based on the company’s acquisition of a business license) in the heart of 12 South. Interestingly enough, this isn’t news to me.

While on a trip to New York City this summer, I paid a visit to the goop Lab location in Soho. Naturally, it was merchandised beautifully, solely had high-quality products, and I even got to peek at the goop x Chloe collaboration in person. The most unexpected yet interesting part? We heard from a little birdie that a goop location is headed south. That’s right. Back in May, an associate in the store gave me the inside scoop on the impending Nashville location.

This marks goop’s first endeavor in the southern region of the United States, and it’s possible the idea may have come out of an event held with Tennessee’s Bloomsbury Farm  (that we covered) earlier this year hosted by Nashville local, Lily Aldridge.

The catch? Back in May, it was slated to be only a pop-up shop. It’s expected to be in the style of a market and have jewelry, a touch of ready-to-wear, and a hefty amount of home goods, decor and food items. Last I heard, the dates are tentatively September 12-November 17. So, what gives? Is this permanent (please, goop gods), or a pop-up?

Needless to say, you should clear your calendars because you won’t want to miss this.

We’ll keep you updated here at TNE as we hear more, don’t worry.