In a city where exclusivity is a currency of its own, New York is preparing to welcome one of the most audacious concepts yet: a grocery store that doubles as a luxury club, complete with a price tag that rivals some college tuition fees.
Erewhon, the Los Angeles organic grocer famed for its $16 smoothies and celebrity clientele, is opening its first East Coast location. But this isn’t just another store, it’s inside Kith Ivy, a members-only padel and wellness club, where access requires a $36,000 joining fee and $7,000 annual dues. For those who can afford it, Erewhon will become part of an ultra-exclusive ecosystem combining health, wellness, and social prestige.
Beyond groceries, members gain entry to an array of luxury amenities: a tonic bar, cold plunge recovery rooms, private gyms, and curated wellness programmes. Erewhon’s cult following ensures that every smoothie, adaptogenic tonic, and artisanal snack becomes a social statement as much as a dietary choice.
For the wider public, there is a silver lining: Erewhon’s famous juices and meals will be available for delivery through apps, ensuring a taste of the brand’s allure without the jaw-dropping membership fee. But make no mistake, the core of this venture lies in exclusivity. At its heart, Erewhon in New York represents a new frontier in luxury living, where even buying groceries becomes a performance of wealth and status.
In a city already home to private clubs, rooftop members’ lounges, and $1,000/month fitness studios, Erewhon’s arrival is both unsurprising and telling. Luxury is no longer about what you own, it’s about where you can get in.