What: Erewhon is entering New York with a wellness-focused smoothie bar inside Kith Ivy’s private club, expanding its lifestyle brand beyond Los Angeles.

Why it is important: The launch highlights how premium grocers are leveraging brand equity and limited-access experiences to build loyalty and expand into new markets.

Erewhon’s arrival in New York marks a significant step in its evolution from a celebrated Los Angeles grocer to a national lifestyle brand. By opening a wellness-centric smoothie and juice bar within Kith Ivy’s private club, Erewhon is strategically tapping into the city’s appetite for exclusivity, wellness, and experiential retail. The collaboration with Kith not only introduces Erewhon’s signature celebrity-endorsed smoothies to a new audience but also aligns the brand with a broader movement toward holistic lifestyle services, including fitness, spa, and wellness treatments. This approach leverages Erewhon’s strong brand identity and reputation for premium, health-focused offerings, while the limited-access model—available to club members and select delivery customers—creates a sense of scarcity and desirability. The move reflects a wider trend in retail, where grocers and specialty brands are expanding through partnerships, exclusive experiences, and membership-driven engagement to foster deeper loyalty and capture new markets.

IADS Notes:

Erewhon’s New York debut is consistent with its recent expansion into lifestyle products and apparel, as seen in December 2024, and its transformation into a luxury wellness brand highlighted in March 2025. The exclusive, member-focused model at Kith Ivy mirrors broader retail trends, with Selfridges launching a private club in June 2025 to deepen customer engagement and create premium experiences. These developments underscore how Erewhon is capitalising on the intersection of wellness, exclusivity, and lifestyle to redefine modern retail.

Erewhon is coming to New York