"The Southern California grocery brand that has become synonymous with luxury and wellness is taking its first steps into New York City. Erewhon said it plans to open a tonic bar within an exclusive West Village members' club later this fall. The tonic bar will serve members at Kith Ivy, a lifestyle and fitness club from Ronnie Fieg, chief executive of the popular streetwear brand Kith."
"Kith Ivy will open to an "extremely limited" number of members this fall, the Kith website said. The miniature Erewhon will be tucked away near cold plunge pools and a sauna at 120 Leroy Street in New York City, according to blue prints Fieg posted on Instagram. The members' club, which will also feature rooftop padel courts and dining from Cafe Mogador, reportedly comes with a hefty initiation fee of $36,000 and an annual fee of $7,000."
"The price and exclusivity of Kith Ivy aligns with Erewhon's own high-end reputation. In Los Angeles, the grocer is known for expensive specialty goods and celebrity-inspired drinks, like the $20 Hailey Bieber strawberry smoothie. "Erewhon is going after those really premium customers," said Jeff Wells, lead editor of the trade publication Grocery Dive. "If you're succeeding in Southern California, New York would be the next logical place to go.""
Erewhon will open a tonic bar within Kith Ivy, an exclusive West Village members' club, later this fall. The bar will serve in-person orders to Kith Ivy members and provide delivery through Postmates and Uber Eats to a limited radius. Kith Ivy will accept an "extremely limited" number of members and will feature cold plunge pools, a sauna, rooftop padel courts, and dining from Cafe Mogador. The club reportedly charges a $36,000 initiation fee and a $7,000 annual fee. Erewhon operates 11 Los Angeles locations, plans three more, and began as a Boston health foods store in the 1960s.
Read at Los Angeles Times
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