LA’s most luxurious grocery store is reportedly set to open in the Big Apple — and it could cost you $43,000 just to get through the door.
Erewhon Market, the high-end organic grocer with 11 locations in Los Angeles, is getting its own mini-outpost in Manhattan, according to Emily Sundberg’s business newsletter Feed Me.
Later this year, Ronnie Fieg, the CEO of fashion label Kith, is set to open a private members-only padel club in the West Village with a small Erewhon inside, per Sundberg’s report.
Erewhon is rumored to be making its way to New York City. Dania Maxwell/Los Angeles Times via Getty Images
Members will have to pay a $36,000 initiation fee as well as $7,000 in annual dues to be part of the club, named Kith IVY — meaning access to Erewhon comes with an astronomical price tag.
It’s perhaps fitting for the high-end grocery store famed for selling $19 single strawberries, $32 ice cubes, and a $20 “Hailey Bieber Skin Glaze Smoothie.”
But the report isn’t going down smoothly for some locals who say that the store — with its quintessentially Californian focus on wellness — isn’t welcome among the Big Apple’s bodegas and bagel joints.
“$20 for a smoothie? For that price, I better get a free Yankees ticket and a subway transfer, too,” born-and-raised Manhattanite Marco Lombardi, 33, told The Post.
“New Yorkers don’t need Erewhon to teach us wellness,” he added. “We’ve been doing bagels and coffee for decades — that’s our wellness.”
Erewhon is famous for its expensive smoothies. Dania Maxwell/Los Angeles Times via Getty Images
Brooklynite Noelani Buonomo, 25, also winced at the report, telling The Post that the chain — beloved by LA’s influencers — will only add to the homogenization of the West Village.
“There’s nothing distinctly ‘New York’ about it, “Buonomo blasted. “I just think it has nothing unique to offer, but will further push the city further into influencer culture. I don’t like how everything is a prop. It feels like product placement in real life and it’s really icky to me.”
However, Lombardi, who runs a popular Instagram account highlighting independently owned eateries across New York, concedes that some luxury-loving locals will adore the arrival of Erewhon.
“In this new New York City, I think it flies, but for the days ones, not a chance,” Lombardi, who was born on the Lower East Side, said.
Kith CEO Ronnie Fieg will be opening Kith IVY, a private members-only padel club, with its own Erewhon. Allie Joseph/Footwear News via Getty Images
The Post has reached out to Erewhon for comment.
Back in 2021, Erewhon CEO Tony Anitoci teased the possibility of a location opening in New York in an interview with the Los Angeles Times.
“We are looking at New York City; it’s definitely on the plate,” he said at the time.
Meanwhile, West Village residents have expressed their disproval of Feig’s proposed private padel club which will house the mini-Erewhon.
Protestors at a meeting about the club’s liquor license held signs that read “No Rooftop Restaurant” and “No Private Padel,” Curbed reported in March.
The complaints were mainly based on the plan for a rooftop bar and club, which residents said would bring “noise, drunken rowdiness and crime” to the neighborhood.
West Village residents reportedly wrote letters that said “a rooftop venue with padel courts, alcohol, and loud music/live DJ all day until 12 a.m. every night of the week is not at all in line with the character of this area.”
The rooftop bar was ultimately scrapped, though people still continue to argue additions to the venue location — especially the planned “stadium lightning” and “bullet-style noise.”