What's Happening?
Kith, a lifestyle brand founded by Ronnie Fieg, is expanding its hospitality offerings with the development of Kith Ivy, a private club in New York City. The club will feature the Erewhon Tonic Bar, marking Erewhon's first official presence in New York. Known for its celebrity smoothie collaborations, Erewhon will offer juices and smoothies at the club, which is located at 120 Leroy Street between Soho and the West Village. The club will also include a restaurant by Cafe Mogador, rooftop courts for padel, and a wellness center offering massages, facial treatments, and IV drips. The initiative represents Kith's most comprehensive entry into hospitality, blending lifestyle services, sport, wellness, and product offerings.
Why It's Important?
The introduction of Erewhon to New York through Kith Ivy highlights the growing trend of wellness-focused private clubs. This move could influence the hospitality industry by setting a precedent for integrating high-end health food offerings into lifestyle clubs. It also reflects the increasing demand for holistic wellness experiences among affluent consumers. The collaboration with Erewhon, known for its premium smoothies, could attract a clientele interested in exclusive health and wellness services, potentially boosting Kith's brand value and market presence in New York.
What's Next?
Kith Ivy is set to launch a new fashion collection on September 8, featuring padel wear in collaboration with Wilson. The club's opening date has not been announced, but it is expected to draw interest from those seeking luxury wellness experiences. The availability of Erewhon's smoothies via delivery services like Uber Eats and Postmates could expand its reach beyond club members, tapping into the broader New York market. As the club opens, it may prompt other lifestyle brands to explore similar partnerships, further integrating wellness into urban living spaces.
Beyond the Headlines
The collaboration between Kith and Erewhon may signal a shift in how lifestyle brands approach hospitality, emphasizing wellness and exclusivity. This trend could lead to ethical considerations regarding accessibility and the commercialization of health services. As private clubs become more popular, there may be discussions about inclusivity and the societal impact of such exclusive offerings.
