The Southern California grocery model that has change into synonymous with luxurious and wellness is taking its first steps into New York Metropolis.
Erewhon stated it plans to open a tonic bar inside an unique West Village members’ membership later this fall.
The tonic bar will serve members at Kith Ivy, a life-style and health membership from Ronnie Fieg, chief government of the favored streetwear model Kith.
Kith Ivy will open to an “extremely limited” variety of members this fall, the Kith web site stated.
The miniature Erewhon can be tucked away close to chilly plunge swimming pools and a sauna at 120 Leroy Avenue in New York Metropolis, in keeping with blue prints Fieg posted on Instagram.
The members’ membership, which can even characteristic rooftop padel courts and eating from Cafe Mogador, reportedly comes with a hefty initiation payment of $36,000 and an annual payment of $7,000.
The worth and exclusivity of Kith Ivy aligns with Erewhon’s personal high-end status. In Los Angeles, the grocery store is understood for costly specialty items and celebrity-inspired drinks, just like the $20 Hailey Bieber strawberry smoothie.
“Erewhon is going after those really premium customers,” stated Jeff Wells, lead editor of the commerce publication Grocery Dive. “If you’re succeeding in Southern California, New York would be the next logical place to go.”
Erewhon’s new tonic bar will provide a restricted collection of drinks and smoothies, an organization spokesperson stated Wednesday. Solely Kith Ivy members will be capable to order in-person, however different New Yorkers inside a choose radius of the membership can order drinks for supply by way of Postmates and Uber Eats.
Erewhon has a loyal following within the Los Angeles space, the place the corporate operates 11 areas and plans to open three extra in West Hollywood, Glendale and Thousand Oaks. The corporate received its begin within the Nineteen Sixties as a well being meals retailer in Boston earlier than relocating to the West Coast.
The grocery store’s foray into New York comes as different grocery store chains have in the reduction of on prices. Kroger, the father or mother firm of Ralph’s and Meals 4 Much less, is within the midst of closing areas and just lately laid off almost 1,000 company staff.
In contrast to Ralphs, Erewhon has established itself as a luxurious vacation spot that caters largely to rich prospects.
“Erewhon is all about being at the cutting edge of food and beverage, for a premium price,” Wells stated. “Your average middle-class shopper can’t afford to shop there.”
