Erewhon launching exclusive outlet that will cost you $36,000 just to get in the door
When it comes to exclusive shops, you might imagine the queues and security outside the likes of Hermès and Gucci rather than an upmarket grocery store.
If it’s groceries you have in mind, you might think of Costco and its membership scheme that’s exclusive to people of particular professions.
However, there’s one Southern California brand that you may not have heard of if you live outside the Golden State.
At the intersection of luxury and wellness is Erewhon, a California-exclusive high-end grocery brand with 11 stores across California. You don’t need a membership to enter one of its grocery chains, although the prices might dissuade you from making multiple visits.
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While you can order its products for delivery across the US and Canada, we’re only now seeing Erewhon’s first expansion outside California. Curiously, it’s not what you might expect.
Planned for opening in New York’s West Village, Erewhon has announced its intention to open a member’s club sometime in the Fall.
The club, a tonic bar, will be exclusive to members of the lifestyle and fitness club Kith Ivy, headed up by streetwear brand Kith CEO Ronnie Fieg.
Kith Ivy itself will only have an ‘extremely limited’ member list, so this Erewhon outlet may well become one of the most exclusive parts of the city.
The plans for 120 Leroy Street will see Erewhon plonked near some cold plunge pools and a sauna, joining other amenities like padel courts and food prepared at Cafe Mogador.
So, how much would a visit set you back?
To get started, you’ll need to part with $36,000 (£26.7k) as an initiation charge. Have a look behind the sofa if you’re finding yourself short of those funds.
But that’s not all! You’ll also have the pleasure of paying a $7,000 a year to hang onto your membership.
“Erewhon is going after those really premium customers,” said Jeff Wells, lead editor of Grocery Dive. “If you’re succeeding in Southern California, New York would be the next logical place to go.”
There’s certainly a market for such things, just perhaps not amongst 99% of the population.
The Erewhon tonic bar will offer drinks and smoothies, with orders being exclusive to Kith Ivy members in-person. There will, however, be a delivery service offered to non-members who fancy a sip of the high life.
Wells continued: “Erewhon is all about being at the cutting edge of food and beverage, for a premium price.
“Your average middle-class shopper can’t afford to shop there.”
Rachael Davis