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 aโ tonic bar located within Kith Ivy, an exclusive members’ club in the West Village. The โlimited-access location will initially serve only Kith Ivy members, with delivery options planned โฃfor a select radius via Postmates and Uber Eats.
The tonic bar, slated to โขopen this fall, will offer a curated selection of drinks and smoothies. It’s a โคstrategic move for Erewhon, known for its high-end reputation and celebrity-endorsed offerings โคlike the $20 Hailey Bieber strawberry smoothie, โto target a โpremium customer base in a new major market.Kith โIvy,founded by Kith CEO Ronnie Fieg,is positioned as aโ high-end lifestyle and fitness club with an “extremely limited” membership. Initiation fees are reportedโ at $36,000 with annual dues of $7,000. The club will also feature rooftop padel courts and โdining from Cafe Mogador, alongside the Erewhon tonicโค bar, which will be โsituated near cold plunge pools and a sauna at 120 Leroy Street.
“Erewhonโข is going after thoseโ really premium customers,” said โฃJeff Wells, lead โeditor of Grocery Dive. “If โyou’re succeeding in Southern California, New York โwould be the next logical place to go.”
Erewhon currently operates 11 locations in the Losโ Angeles area and hasโฃ plans to open three more in West Hollywood, Glendale, and Thousand Oaks.The company originated โas a health foods store in Boston in the 1960s before relocating to theโข West Coast.This expansion comes as other supermarket chains, like โฃKroger, are implementing cost-cutting โคmeasures including storeโค closures and layoffs โ- recently impacting nearly 1,000 corporate employees.erewhon distinguishes itself by focusing โon a luxury experience catering to affluent shoppers.