Erewhon's Premiere Tonic Bar Debuts in New York City

The high-end Southern California grocery chain known for luxury and wellness is making a move to New York City.

This autumn, Erewhon will launch an upscale tonic bar located within a premier West Village clubhouse.

Nestled inside Kith Ivy, a luxury lifestyle and fitness establishment conceived by Ronnie Fieg, the CEO behind the acclaimed streetwear label Kith, this tonic bar targets an exclusive clientele.

Kith Ivy plans to welcome a highly selective circle of members as it opens this season, according to information on the Kith website.

Positioned near serene cold plunge pools and a sauna at 120 Leroy Street in Manhattan, the Erewhon bar's location was revealed through Fieg’s Instagram updates.

This members-only venue promises not just unique facilities like rooftop padel courts and an eatery by Cafe Mogador, but also commands a substantial initiation charge of $36,000 and a yearly membership fee of $7,000.

Such exclusivity mirrors Erewhon’s own prestigious image, akin to its Los Angeles reputation for premium products, such as the notable $20 Hailey Bieber smoothie.

Jeff Wells, lead editor for Grocery Dive, commented that Erewhon is aiming for an upscale customer base, seeing New York as a strategic next step after establishing success in Southern California.

Focused on a curated menu, the new Erewhon tonic bar in New York will provide a concise range of beverages and smoothies. Club members at Kith Ivy can enjoy these offerings onsite, while neighborhood residents within a specific range can opt for delivery via services like Postmates and Uber Eats.

Erewhon, which operates 11 locations around Los Angeles and has expansion plans in areas like West Hollywood and Glendale, began as a health food store in Boston during the 1960s before moving to the West Coast.

While larger chains like Kroger, the owner of Ralph’s and Food 4 Less, are scaling down through layoffs and closures, Erewhon is stepping into New York, differing by maintaining its niche as a lavish shopping destination primarily for affluent patrons.

Wells further highlighted that Erewhon's brand is about offering avant-garde food and drink choices, albeit at prices beyond the reach of the typical middle-class consumer.