Gwyneth Paltrow is staying positive after her Goop shop in New York City was targeted by thieves, branding the incident "good publicity", according to her mother Blythe Danner.

The Iron Man star opened her lifestyle brand's pop-up shop, goop mrkt, in Manhattan's Columbus Circle last month (Nov15), and the store hit the news when thieves escaped with more than $173,000 worth of merchandise on Saturday (05Dec15).

However, Gwyneth's actress mom Blythe is adamant her daughter was not too shaken up by the theft.

"I called her immediately (after I heard)," she tells the New York Post's gossip column Page Six. "And she said, 'Oh, Mom, it's OK. It's good publicity.'

"She always has a good spin on things, and I admire her tenacity and her upbeat message."

When asked whether police officers in the Big Apple are any closer to catching the culprits, Blythe added, "I don't know anything about it. I'll find out."

The Goop shop, which stocks designer clothes, jewelry and watches, will remain in business until Christmas Eve (24Dec15), and a spokesperson for the store confirmed security had been stepped up in the aftermath of the incident.

Gwyneth launched Goop in 2008 as an online website and newsletter, and she has since expanded into retail. She is also venturing into publishing, signing a deal to produce four books a year.

Her first offering will be a health-conscious cookbook, titled It's All Easy: Healthy, Delicious Weeknight Meals in Under 30 Minutes, which is due out in April (16), and it will be followed by a beauty book in the autumn (16).

It's All Easy will mark the actress' fourth cookbook - she has also tasted culinary success with 2011's Notes From My Kitchen Table and My Father's Daughter and her 2013 collection, It's All Good: Delicious Easy Recipes That Will Make You Look Good and Feel Great.