News Summary
Erewhon is set to debut its first New York City location within the Kith Ivy club. This luxury grocery store will serve exclusive smoothies to members, alongside a focus on wellness and lifestyle. With a hefty membership fee, Erewhon aims to cater to an upscale market, combining health-conscious offerings and high-end amenities. Non-members can order select items for delivery, broadening its outreach while maintaining exclusivity.
New York City is set to welcome its first Erewhon location, a luxury grocery chain celebrated for its celebrity-endorsed smoothies. This new establishment, named the Erewhon Tonic Bar, will open inside the Kith Ivy club, a private sports and wellness club created by Kith founder Ronnie Fieg. The location, situated at 609 Greenwich Street in the West Village, aims to unite lifestyle, sports, and wellness, catering exclusively to its members.
Membership to Kith Ivy comes with significant fees, including an initiation fee of $36,000 and an additional annual cost of $7,000. Once a member, individuals can access Erewhon’s exclusive selection of juices and smoothies, which will only be available to club members. However, for non-members, Erewhon smoothies can be ordered for delivery within a limited radius through apps like Postmates and Uber Eats, though the quantities will be restricted.
Ronnie Fieg has described Kith Ivy as “our most holistic entry into hospitality,” indicating a comprehensive approach to lifestyle services and luxurious dining experiences. Kith Ivy will also feature a wellness center offering various services such as massages, facial treatments, and wellness amenities including a jacuzzi, hammam, sauna, steam rooms, and cold plunge facilities.
The Kith Ivy amenities do not end with wellness; the club will also house a restaurant managed by Cafe Mogador and rooftop courts for the sports of padel. In conjunction with the club’s sports offerings, a Kith Ivy fashion collection featuring padel wear is scheduled for launch on September 8, designed in partnership with sporting goods manufacturer Wilson.
Erewhon has made a name for itself in Los Angeles, where its smoothies have gained notoriety, often priced as high as $20. This new partnership with Kith Ivy is seen as part of a broader trend in which fashion, wellness, and lifestyle branding are increasingly intertwined. The cross-promotion positions Erewhon’s smoothies as not just products but as part of a lifestyle that appeals to the upscale market.
The establishment of Erewhon’s Tonic Bar in Manhattan highlights the brand’s move into the New York market, reflecting a commitment to exclusivity in an environment where the cost of living continuously rises. This opening is not only a business venture but also a cultural statement, aiming to attract influencers and tastemakers in one of the world’s most dynamic urban centers.
In summary, the introduction of Erewhon within Kith Ivy represents a significant intersection of wellness and lifestyle, providing a tailored experience for its members while also expanding its reach to non-members through selective delivery options. As a premium brand, Erewhon seeks to carve out a niche in New York City, where its unique smoothie offerings can thrive amidst a backdrop of luxury and exclusivity.
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Erewhon Juice Bar Opens in New York City
Additional Resources
- Forbes: Erewhon is Coming to NYC
- L’Officiel: Kith Brings Erewhon to New York
- Business of Fashion: Erewhon’s Smoothie Bar in NYC
- Curbed: Erewhon and Kith Ivy Rumors
- Business Insider: Erewhon Smoothies Coming to NYC
- Wikipedia: Erewhon
- Google Search: Erewhon NYC
- Google Scholar: Erewhon NYC
- Encyclopedia Britannica: Erewhon
- Google News: Erewhon NYC
Author: STAFF HERE NEW YORK WRITER
NEW YORK STAFF WRITER The NEW YORK STAFF WRITER represents the experienced team at HERENewYork.com, your go-to source for actionable local news and information in New York, the five boroughs, and beyond. Specializing in "news you can use," we cover essential topics like product reviews for personal and business needs, local business directories, politics, real estate trends, neighborhood insights, and state news affecting the area—with deep expertise drawn from years of dedicated reporting and strong community input, including local press releases and business updates. We deliver top reporting on high-value events such as New York Fashion Week, Macy's Thanksgiving Day Parade, and Tribeca Film Festival. Our coverage extends to key organizations like the Greater New York Chamber of Commerce and United Way of New York, plus leading businesses in finance and media that power the local economy such as JPMorgan Chase, Goldman Sachs, and Bloomberg. As part of the broader HERE network, including HEREBuffalo.com, we provide comprehensive, credible insights into New York's dynamic landscape.
