Erewhon Expands to New York With Luxury Grocery Store

Erewhon Confirms New York Debut Inside Exclusive $36K Kith Club.The luxury Los Angeles grocer Erewhon is finally coming to New York. Its first East Coast presence will open this fall. The location is inside a private members club in Manhattan’s West Village.Access requires a significant financial commitment. This move brings the cult-favorite brand to a highly exclusive New York audience.

High Cost of Entry for Premium Wellness

The new Erewhon outpost will be a “tonic bar.” It is situated inside Kith Ivy at 120 Leroy Street. Membership to the club costs $36,000 for initiation.Annual dues are an additional $7,000. This places the experience far beyond a typical grocery run. According to The Hollywood Reporter, the bar will operate from 7 a.m. to 4 p.m. daily.It will serve the brand’s famous smoothies and wellness shots. The ninth-floor space also features paddle tennis courts and a Cafe Mogador. The design leans into an Ivy League aesthetic with green marble and dark wood.

Limited Public Access and Strict Dress Code

The club enforces a formal dress code for all members. Its website warns against insufficiently presentable attire. This contrasts sharply with Erewhon’s typical Californian casual vibe.Non-members are not completely excluded. A select delivery radius will be established for the area. Smoothies and juices will be available via Postmates and Uber Eats.This strategy maintains the location’s exclusivity. It also allows the brand to reach a wider local customer base indirectly. The model is a new experiment for the popular grocery chain.

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This long-awaited arrival redefines premium grocery access. The Erewhon New York experience is now behind a velvet rope.

Info at your fingertips

What is Kith Ivy?

Kith Ivy is a new private members-only club in New York’s West Village. It is founded by Ronnie Fieg, the creator of the fashion brand Kith. The club offers dining, sports, and now Erewhon access.

Can anyone go to the Erewhon bar?

No, the Erewhon tonic bar is exclusively for Kith Ivy members. The general public cannot enter the club premises to purchase items directly. Delivery will be available through apps for those nearby.

What will the Erewhon bar serve?

The location will function as a tonic bar. It will serve Erewhon’s renowned smoothies, fresh juices, and wellness shots. It is not a full-service grocery store.

Why did Erewhon choose this location?

This partnership aligns Erewhon with a highly exclusive and affluent clientele. It serves as a strategic brand expansion into the New York market without a full-scale store commitment.

Was there a previous Erewhon rumor in NYC?

Yes. In 2023, a false rumor spread that a Bushwick market was an Erewhon. It caused significant crowds and confusion until it was confirmed to be a different grocer.