Erewhon, Los Angeles’ upscale grocer, is finally coming to the East Coast. The cult-favorite market, known for its celebrity-stamped smoothies, local produce, wellness tinctures and celebrity sightings, will see its first location in New York City. But it won’t be like the Erewhon locations people know and love to hate in LA.
Where Will The New Erewhon Be Located?
NYC’s first location will be in the heart of Kith Ivy, a member’s only padel club in downtown Manhattan created by Ronnie Fieg, CEO of the fashion brand Kith. This luxurious wellness facility will feature full-size rooftop padelball courts, a pro shop featuring Kith Ivy’s own apparel and accessory line, a full-service Giorgio Armani spa and a bite-sized Erewhon, to name a few of the amenities.
What Erewhon Goods Will Be Available?
As Erewhon will be intertwined with the wellness club’s offerings, it won’t be a full-blown luxury supermarket. Forbes reported Erewhon will serve as a “tonic bar” with a limited menu featuring their cult-favorite smoothies and cold-pressed juices.
Erewhon’s famous smoothies have long been the buzz on social media, including their most prized Strawberry Glaze Skin Smoothie with Hailey Bieber’s name on it. All of their smoothies, including their popular Coconut Cloud Smoothie, Perfect Amino Choco-Revive by Gary Brecka Smoothie and The Golden Hour Glow Smoothie by Jasmine Tookes, run between $19 and $22 each.
Kith
However, not just anyone can waltz through the doors of this new facility. You must pay a hefty fee to join the club that comes in at $43,000. The member initiation fee is $36,000, plus once you’ve paid the upfront fee, you’ll need to shell out $7,000 a month to remain a member.
Can You Shop There If You’re Not a Member?
If you live in the area, though, and have a hankering for a pricey fruit smoothie, there is a slight workaround. You’ll be able to get a taste of Erewhon by ordering through Postmates and Uber Eats if you’re within a specific radius of the facility, and you won’t need to be a member for this service.
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What New Yorkers Are Saying About The New Erewhon
Not all New Yorkers are excited about the news of Erewhon dropping in their city. Social media is buzzing with comments, most of which are disparaging. “That’s a whole month’s rent. No thank you”, said one person. “Might as well fly to LA at that point”, said another. “Making grocery stores (of all things) elitist is so out of touch”, exclaimed another commenter. It’s likely this ‘mini’ version of Erewhon will be a test to see if their larger markets are welcomed on the East Coast.
Alas, the new elite wellness haven is located at 609 Greenwich Street and will open its doors this fall.
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