Topline
The notoriously expensive and celebrity-favorite grocery store Erewhon is expanding its West Coast footprint to New York City as part of a development by fashion designer Ronnie Fieg in Greenwich Village.
Fieg, who created the streetwear brand Kith, this week shared a blueprint for one floor of the Kith Ivy/Padel 609 project he’s spearheading at 609 Greenwich Street—and it included a section labeled “Erewhon.”
The floorplan for part of the development, set to be a private club for the racket sport padel on three floors and the roof of the building, included space for a seating area, boutique, gym, locker rooms, sauna, steam room, hammam, cold plunge and an Erewhon, which would be the brand's first location outside of California.
Alec Antoci, vice president of brand and marketing for Erewhon, told Forbes the brand will be opening a "tonic bar" within the Kith Ivy club with a limited selection of juices and smoothies available.
Non-members, within a select radius of the club, can purchase Erewhon smoothies and juices from Kith Ivy exclusively via the Postmates and Uber Eats apps.
Erewhon is a full-service, high-end grocery store in California and its smoothies, often created in collaboration with celebrities, are among its most popular items.
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The Erewhon brand started in the 1960s as a single health foods store in Boston but now operates solely in California, where it has 11 stores and is known as an organic luxury grocer famous for sky-high prices. In recent years, thanks to collaborations with stars like Hailey Bieber and Kendall Jenner (and, of course, social media) the brand has become a hotspot tourist destination synonymous with what the Los Angeles Times described as the “shiny L.A. life.” A “guess the price” game has become popular on TikTok and sees visitors will show a product on the grocery store shelf before revealing its price—like $10 per pound for green bell peppers, $14 for a 25-ounce bottle of “hyper oxygenated” water and $30 for eight “luxury” ice cubes. The store is popular with celebrities, and those spotted in the aisles have included Kylie Jenner, Kourtney Kardashian, Machine Gun Kelly, Shawn Mendes and Matty Healy.
$23. That’s how much the "Short N' Sweet" smoothie, part of a collaboration with Sabrina Carpenter, cost at Erewhon stores last summer, one of the grocery store’s most expensive smoothies ever offered. It was made with oat milk, mango, pineapple, dates, collagen, tocotrienols powder and a supplement called Agent Nateur Holi (mane), which sells for $99 per 10 ounces. The results of other popular collaborations have included Olivia Rodrigo’s $18 Good 4 U smoothie, Kendall Jenner’s $23 Peaches and Cream smoothie, and, most famously, Hailey Bieber’s $17 Strawberry Skin Smoothie. At the height of their popularity in 2023, Erewhon reported selling 1,200 to 1,500 of Bieber’s smoothie per day.