Erewhon to Launch First new York City Outpost as Exclusive Tonic Bar
NEW YORK CITY – Erewhon, teh Los Angeles-based luxury grocer, is making its first foray into the New York City market with a tonic bar located within Kith Ivy, an exclusive members’ club in the West Village. The limited-access location will initially serve only Kith Ivy members, with delivery options planned for a select radius via Postmates and Uber Eats.
The tonic bar, slated to open this fall, will offer a curated selection of drinks and smoothies. It’s a strategic move for Erewhon, known for its high-end reputation and celebrity-endorsed offerings like the $20 Hailey Bieber strawberry smoothie, to target a premium customer base in a new major market.Kith Ivy,founded by Kith CEO Ronnie Fieg,is positioned as a high-end lifestyle and fitness club with an “extremely limited” membership. Initiation fees are reported at $36,000 with annual dues of $7,000. The club will also feature rooftop padel courts and dining from Cafe Mogador, alongside the Erewhon tonic bar, which will be situated near cold plunge pools and a sauna at 120 Leroy Street.
“Erewhon is going after those really premium customers,” said Jeff Wells, lead editor of Grocery Dive. “If you’re succeeding in Southern California, New York would be the next logical place to go.”
Erewhon currently operates 11 locations in the Los Angeles area and has plans to open three more in West Hollywood, Glendale, and Thousand Oaks.The company originated as a health foods store in Boston in the 1960s before relocating to the West Coast.This expansion comes as other supermarket chains, like Kroger, are implementing cost-cutting measures including store closures and layoffs - recently impacting nearly 1,000 corporate employees.erewhon distinguishes itself by focusing on a luxury experience catering to affluent shoppers.