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New Yorkers, sharpen your metal straws: Erewhon is finally crossing the Hudson. The cult Los Angeles grocery—famous for $21 smoothies, influencer sightings and wellness products that make kale look mainstream—is planting its first flag in Manhattan. But before you start budgeting for $18 pressed juice runs, there’s one small hitch: You’ll need to cough up $36,000 just to get through the door.
That’s because Erewhon isn’t opening a regular store. Instead, it’s carving out a nook inside Kith Ivy, a private padel club dreamed up by Kith founder Ronnie Fieg. The complex, under construction at 120 Leroy Street in the West Village, is pitched as a glossy members-only playground featuring glass-enclosed padel courts, a hammam, a spa and a restaurant from the Café Mogador team. And yes, tucked among the blueprints: a mini Erewhon.
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Access, however, won’t be quite as democratic as the West Hollywood parking lot. Membership requires a $36,000 initiation fee plus $7,000 in annual dues. In other words, your Hailey Bieber “Strawberry Glaze Skin” smoothie will come with a side of exclusivity and a five-figure cover charge. The Erewhon at Kith Ivy will operate more like a tonic bar, serving juices and smoothies from 7 am to 4 pm. Members can stroll in post-padel match; the rest of us will have to rely on delivery apps like Postmates and Uber Eats, which plan to carry the drinks within a certain radius, according to Eater.
If all of this sounds a little extra, it’s also very on-brand. Erewhon started life in the 1960s as a crunchy natural foods shop in Boston before migrating west and reinventing itself as the grocery store equivalent of a red-carpet event. Eleven L.A. locations later, the chain is shorthand for aspirational wellness—its branded merch is as coveted as its chia pudding.
Kith Ivy itself hasn’t exactly been welcomed with open arms. West Village residents have been fighting the project for over a year, reports Curbed, citing noise, traffic and the threat of rooftop DJs invading their sleepy block. Community board votes, liquor license battles and even street protests have punctuated the development process. Still, construction is barreling ahead, with an opening slated for later this year.
So, yes, Erewhon is finally here. But unless you’re willing to pay as much for access as most people spend on a car, your best bet might be ordering that $20 smoothie to your apartment—and calling it a luxury delivery experience.