The brand of groceries in southern California that has become synonymous with luxury and well -being is taking its first steps in New York City.
Erewhon said he plans to open a tonic bar inside an exclusive West Village members club at the end of this fall.
The Tonic Bar will serve the members of Kith Ivy, a Ronnie Fieg's life and fitness club, executive director of the popular street clothing brand Kith.
Kith Ivy will open to an “extremely limited” number of members this fall, said the Kith website.
The miniature Erewhon will be hidden near cold swimming pools and a sauna in 120 Leroy Street in New York City, according to FIG plans published on Instagram.
The member club, which will also feature the paddle courts on the roof and the cafe's dinner, supposedly comes with a strong initiation rate of $ 36,000 and an annual rate of $ 7,000.
The price and exclusivity of Kith Ivy are aligned with the high -end reputation of Erewhon. In Los Angeles, The Grocer is known for the expensive specialized articles and beverages inspired by celebrities, such as the Hailey Bieber strawberry milkshake of $ 20.
“Erewhon goes after those really premium clients,” said Jeff Wells, the main editor of the commercial publication of groceries. “If you succeed in southern California, New York would be the next logical place to go.”
Erewhon's new tonic bar will offer a limited selection of drinks and smoothies, a company spokesman said on Wednesday. Only Kith Ivy members will be able to order in person, but other New Yorkers inside a select club radius can order beverages for delivery through postmates and Uber Eats.
Erewhon has faithful followers in the Los Angeles area, where the company operates 11 locations and plans to open three more in West Hollywood, Glendale and Thousand Oaks. The company began in the 1960s as a healthy food store in Boston before moving to the west coast.
The raid of the shopkeeper in New York occurs when other supermarket chains have reduced costs. Kroger, the Ralphs and Food 4 Less parent company, is in the middle of the closing places and recently fired almost 1,000 corporate employees.
Unlike Ralphs, Erewhon has established itself as a luxury destination that largely serves rich customers.
“Erewhon is about being at the forefront of food and drinking, for a premium price,” Wells said. “Your average middle class buyer cannot afford to buy there.”
