New York City is Getting an Erewhon
But it's not the exactly a complete shopping experience
New York City is going nuts with the buzz that Erewhon is opening a location in the Big Apple. So will Erewhon, the California-based food store that’s vital for its Hailey Bieber's Strawberry Glaze Skin Smoothie and $25 strawberry, actually be expanding its footprint to the Big Apple?
The answer is yes….and no.
The hubbub started when fashion designer and Kith creator, Ronnie Fieg, posted a blueprint for his upcoming Kith Ivy project, located at 609 Greenwich Street in Greenwich Village, on Instagram.
The drawings show various amenities forthcoming at the private club, including three floors of padel courts, rooftop padel courts, a boutique, a gym, sauna and steam rooms, lockers, and an area marked “Erewhon”.
Immediately, New York bloggers, writers, and everyone else went insane at the prospect of Erewhon opening in Manhattan.
I contacted Erewhon and received confirmation that, indeed, an Erewhon of sorts would be opening. But, before you open a HELOC in order to buy your goodies at the grocer-to-the-stars, here’s the real deal: Erewhon is only opening a limited experience at Kith Ivy — and you may or may not be able to partake.
A spokesperson for Erewhon confirmed the news and offered an explainer: “We are opening a tonic bar within the Kith Ivy members' club; this will not be a full-service grocery store. A limited selection of juices and smoothies will be available to members. Non-members, within a select radius of the club in Manhattan, can purchase Erewhon smoothies and juices from Kith Ivy in limited quantities exclusively via the Postmates and Uber Eats apps.”
Upon looking at the Kith Ivy website, Erewhon is clearly featured, along with a gorgeous dining room and cocktail bar, and a Giorgio Armani-branded pool or plunge area.
So, New York City, you have options if you want that Hailey Bieber smoothie.
You can pony up for a membership, which is said to cost $36,000 for the initiation fee, with a $7,000 annual membership rate. That will grant you access to the Erewhon Tonic Bar, along with the other amenities.
Or…you can order your smoothie for delivery. If you’re out of the delivery range, you can always choose a park bench as your geolocation and wait for your $21 matcha smoothie that will likely cost $40 with delivery fees and tip.
If you’re looking for Erewhon snacks that aren’t as perishable as a smoothie, the grocer does ship more than 500 items, including spring water for $80, organic beef bone broth for $50, a $100 Erewhon beach towel, and some $50 chicken noodle soup.
Or, you can hop on a plane and just go get the smoothie in Los Angeles. That’s still an option.