It’s looking like Erewhon is ramping up its expansion plans in NYC. The cult Los Angeles grocer is famous for things like expensivecelebrity smoothie collabs with It Girls like Zara Larsson and Hailey Bieber.
On Friday, October 23,Snaxshot‘s Andrea Hernández
shared a sighting of a recognizable Erewhon sign on 644 Broadway, at Bleecker Street, in Noho. The address is currently the location of hip fashion brand Kith, whose CEO, Ronnie Fieg, opened Erewhon’s first East Coast location inside his new private members’ and padel club,Kith Ivy, in the West Village. Several hours after Hernández shared the sighting, the signage was covered up. Eater has reached out for more information.
Erewhon’s Kith Ivy locale isn’t a full-on grocer like its LA counterparts; the small setup is a drinks-only outpost, called a “tonic bar,” which means the menu is only available in person to members of the club who pay a $45,000 initiation fee and $10,000 in annual dues.
Nonmembers can also order the drinks within a one-mile radius of the Manhattan club via third-party delivery apps Postmates and Uber Eats. Color-soaked smoothies packed with collagen and adaptogens start at $18 in NYC and soar to over $26 for a luxurious vanilla matcha libation.
The NY Post rumormongers that the “insane” new smoothie bar coming to the landmark Bleecker Tower — NYC’s first Erewhon that’ll be accessible to the masses — will replace the Plantshed cafe and floral shop inside the Kith women’s boutique.
Caper counterclaims the Plantshed takeover news originally flagged on Reddit is fake, speakingto employees there who were mum on any details.
Even before Erewhon arrived in NYC, plenty of copycat smoothies made with streaky vegan cream and fruit started showing up at places like East Village’s Organic, Oases, and more in 2024. And after discovering New Yorkers had a taste for $20 smoothies in the Hamptons these past two summers, Los Angeles restaurateurJeremy Fall is turning his Drugstore pop-up into a permanent cafe in the West Village next month.
