2707 12th Ave S., 12South
When we planned goop MRKT’s arrival in Nashville, we knew one thing: We had to bring our A game. Sure, she’s a welcoming city with a unique brand of Southern charm, but we know a cool girl when we see one, so we dressed to impress. The goal? A space that reflects Nashville’s edgy, creative nature through the lens of goop. The result? Our Nashville pop-up is the first IRL goop outpost with a communal space for lounging, sipping matcha, and meeting up with friends for crystal swapping and conversation. In designing the space, NYC-based Reunion Goods & Services left plenty of room for a Nashville-inspired shopping edit. Eriness’s edgy pavé diamond-speckled jewelry over there. The fall collections from G. Label and La DoubleJ and Hangai linens in the home shop over here. And over by sexual wellness: the Smile Makers (you’ll see). With no intention of washing away the city’s grit—au contraire, our goal is to absorb as much as we can—we brought the clean beauty shop with us and fancied it up with an in-store apothecary (sink conducive to sampling included). Stock up on the all-stars: Dr.…
2905 12th Ave. S, 12South
Southerner Ceri Hoover founded her eponymous label in 2013 but only recently opened a brick-and-mortar shop in 12South. Hoover’s leather handbags and shoes are coveted in the city, and in addition to these, the boutique carries incredibly unique jewelry and clothing from independent labels like Reifhaus and Samuji.
2608 12th Ave. S, 12South
If you've spent any time perusing the website of Reese Witherspoon's quintessentially Southern lifestyle brand, you'll pretty much know what to expect in the store. Located on 12South, a well-known shopping area, it immediately draws you in with blue-and-white-striped awnings and perennially colorful windows. Once you make it through the shiny navy lacquered doors, you'll find bold floral prints, preppy stripes, and cheeky home goods, like their signature "Totes, Y'all" bags. It's the perfect place to pick up Southern-inspired souvenirs for friends or a cute party dress.
2908 12th Ave. S, 12South
Owned by goop friend Holly Williams, this old-time mercantile occupies an abandoned filling station, which adds to the overall effect. Here, you’ll find a smattering of groceries, plus irresistible home goods, from cookbooks to candles to linens, and a small but mighty beauty section, which conveniently includes the goop organic skin-care line. There's a second location in Franklin.
Imogene + Willie
2601 12th Ave. S, 12South
Hailing from Henderson, Kentucky, Matt and Carrie Eddmenson—childhood friends and now a married couple—worked together in Carrie’s family business, developing denim collections for brands like Rogan, Earnest Sewn, Seven, J.Brand, etc. They moved to Nashville in May 2009 and opened a magical store that we were lucky to visit. The store sells handpicked denim from select brands like A.P.C., choice vintage pieces like cowboy leather jackets and boots, scarves hand-dyed by Carrie’s brother in India, and Imogene + Willie brand bespoke jeans, made of tough denim that you have to work into. After a few months, they guarantee you will have a soft pair that fits you and only you and bears the marks of your wear. (For the less hard-core denim buyers, you can also purchase a pre-softened, pre-“lived-in” pair.)
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