THE MOST exclusive grocery chain in the country is getting a site in New York City with an eye-watering entry fee of $40,000.
This New York City branch will open in the West Village, but there’s a catch.
Erewhon is a luxury organic grocery chain that has been based in Los Angeles[/caption]
Products include popular smoothies, sushi, health supplements and personal care items[/caption]
A selection of smoothies are available at Erewhon including a Strawberry Glaze in collaboration with Hailey Bieber[/caption]
Erewhon is a luxury market originally based in Los Angeles, and known for having expensive prices as well as high-profile celebrity collaborations.
To enter the New York City store, customers will have to be members of the exclusive members club it will be situated within.
As it moves to the east of the country, the first location will be inside a luxury padel club owned by the CEO of street-clothing brand Kith.
Ronnie Fieg, who is the founder and CEO of Kith, shared the floor plan of his members-only club on Instagram, captioning it: “KITH IVY.
“It’s a thing.”
They show the Erewhon being situated next to a cold plunge treatment rooms.
But those who want to step inside it will have to first pay an initiation fee of $36,000 as well as $7,000 in annual dues to be a member of the padel club.
The club also has a living room, gym, boutique, locker rooms, and a relaxation room, according to the floor plans that were shared.
There is also expected to be a “tonic bar” with Erewhon products in the West Village store.
Kith Ivy started its launch in New York with a pop-up padel court at Grand Central Station, which was shared on Instagram yesterday.
The account wrote: “We are proud to introduce our luxury Padel brand and club, Kith Ivy.
“To celebrate its upcoming launch, we have built a Padel court inside Vanderbilt Hall at Grand Central Terminal for guests to have a chance to play at no-cost”.
This pop-up padel court will be open until September 10.
Whilst all the slots of have filled for booking the court, people are still able to visit the court and get on its waitlist.
“This activation will also showcase a first look and early access to our Kith Ivy Collection, which features luxury lifestyle apparel by Kith and performance sportswear and hard goods in collaboration with Wilson,” the post continued.
Fieg collaborated with owners of a downtown Manhattan restaurant, Cafe Mogador, and a development firm Manhattan Equities which is owned by the billionaire Cayre family to develop the exclusive club.
Establishment of the members-only club has already stirred controversy, as local residents protested against the proposal at 120 Leeroy Street.
This proposal included a rooftop bar, padel courts, a spa and a restaurant from the owners of Cafe Mogador.
West Village residents, however, argued that the club would cause disruption to the neighbourhood and bring unwanted traffic from wealthy club members, the New York Post reported.
Proposals have since removed the rooftop bar and club element to align with residents concerns.
Full plans of the launch and building are yet to be released to the public, with just the floor plan that includes the small Erewhon.
The new Kith Ivy in the West Village has just been described as: “A luxury Padel brand and club where competition and community collide.”
Size of the Erewhon within the club proves to not be as big as the Los Angeles locations, having just a “tonic bar” with a limited selection of juices and smoothies.
These smoothies have gone viral on social media, with drinks reaching over $16.
Non-members will be able to order select items from the tonic bar if they are in the delivery range on Uber Eats or Postmates.
Erewhon is a store known for its high prices as well as being a space associated with wellness[/caption]
The Los Angeles-based company has 10 locations in Southern California, gaining notoriety in recent years for partnerships with celebrity endorsement of products[/caption]
A new location of the organic grocer and cafe also opened Manhattan Beach, California[/caption]
