Erewhon smoothies Photographed by Maggie Shannon Share on Facebook Share on X Share to Flipboard Send an Email Show additional share options Share on LinkedIn Share on Pinterest Share on Reddit Share on Tumblr Share on Whats App Print the Article Post a Comment It's long been rumored that Erewhon - the cultish L.A. based chain known for high-end health food, $19 strawberries and celebrity-inspired smoothies - would be expanding to New York City. Last year, when a City Fresh Market opened in Bushwick, the TikTok account Hotspot_NYC posted a video with the caption "Have you tried the Bushwick Erewhon yet?" The video created confusion, and lines quickly formed around the block to see New York's first Erewhon-that-wasn't. Well the day has finally come: Erewhon is at last opening in the Big Apple. Kind of.A September 1 Instagram post by Ronnie Fieg, founder and CEO of the high-end streetwear brand Kith, announced the opening of a new private club in Manhattan dubbed Kith Ivy. "KITH IVY. It's a thing." was the caption, with little other explanation. The post also has renderings of the space with an area labeled "Erewhon," but still no details.
More details emerged on September 3 when a post from Fieg showed a green marble and dark wood-lined bar, and the name Erewhon in gold behind it. The aesthetic is a major shift for the Southern California brand - here more Ivy League formal than Venice Beach bungalow. Related Stories Lifestyle Erewhon Survives Palisades Wildfire "Thanks to Caruso," Introduces New Smoothie for Relief Effort General News Erewhon Teams With Deodorant and Body Care Brand Salt & Stone for Surprising Smoothie Collab Visiting the website reveals that Kith Ivy is a private member's paddle club set to open on the 9th floor of 120 Leroy Street in Manhattan's West Village sometime this fall. Membership is said to be very limited, and entry price is $36,000 with $7,000 in annual dues (guess even the ultra-rich just want their Hailey Bieber Glaze Skin smoothie after a game of tennis).
So what about the Erewhon itself? The website clarifies that Kith Ivy will host an Erewhon Tonic Bar (sorry, not the full grocery store) for members. For non-members "within a select radius", the bar will have smoothies and juices to order exclusively via Postmates and Uber Eats. Basically, if you're a West Village Girl, get ready to lose your mind.A Cafe Mogador will also open inside the Kith Ivy, but whereas the East Village and Williamsburg locations of the restaurant may be more casual, the dress code here is strictly enforced: "Any guest who does not appear sufficiently well-presented may be refused entry. No shorts, open-toed shoes, or tank tops." The Hollywood Reporter reached out to Erewhon and Kith for comment on this story, but neither responded in time for publication. THR Newsletters Sign up for THR news straight to your inbox every day Subscribe Sign Up shopping Paramount+ Offers New Subscription Deal As 'South Park' Season 27 Brings In New Viewers shopping The Most Stylish Denim Jackets for Fall From Hollywood-Loved Brands Emma Heming Willis Demi Moore Speaks on Ex-Husband Bruce Willis' Dementia as Star's Wife Responds to Backlash Zac Posen Zac Posen Spearheads Old Navy's First-Ever Handbag Collection - and Everything Is Under $50 tickets 'The Wizard of Oz' Experience Has Hit the Las Vegas Sphere - These Are the Best Ticket Deals Travis Kelce Travis Kelce Speaks Out on Taylor Swift Engagement: "It's Exciting Times" shopping Paramount+ Offers New Subscription Deal As 'South Park' Season 27 Brings In New Viewers shopping The Most Stylish Denim Jackets for Fall From Hollywood-Loved Brands Emma Heming Willis Demi Moore Speaks on Ex-Husband Bruce Willis' Dementia as Star's Wife Responds to Backlash Zac Posen Zac Posen Spearheads Old Navy's First-Ever Handbag Collection - and Everything Is Under $50 tickets 'The Wizard of Oz' Experience Has Hit the Las Vegas Sphere - These Are the Best Ticket Deals Travis Kelce Travis Kelce Speaks Out on Taylor Swift Engagement: "It's Exciting Times"