Erewhon, the upscale organic grocery chain popular in Los Angeles, is making its first move into New York City, but not with a full supermarket. The brand will launch a “tonic bar” devoted to its celebrated juices and smoothies inside Kith Ivy, a private members-only club being developed by Ronnie Fieg.
The location is at 120 Leroy Street in Manhattan’s West Village. Club members will have in-person access, and non-members nearby will be able to order from the Erewhon bar via delivery apps like Postmates and Uber Eats. The concept leverages Erewhon’s reputation for health-forward, trend-driven products, celebrity-endorsed blends, superfood ingredients, and premium pricing, to create a new version of its lifestyle brand far from its Southern California roots. It does not appear that the New York “tonic bar” will include full grocery offerings.
Erewhon has said this bar is part of its broader interest in expanding beyond its core base. While the company has signaled that a full East Coast commissary and larger store presence may be necessary for future New York expansion, for now this outpost inside Kith Ivy serves as a footprint-test of sorts.
More recently, the chain has expanded in Southern California, cultivated a strong celebrity following, and gained B-Corp certification. New York’s arrival marks a new chapter for Erewhon. Whether this juice and smoothie outpost will lead to full stores remains to be seen, but it puts the brand in a new market and expands its visibility among East Coast consumers.
Founded in 1966 by Aveline and Michio Kushi, Erewhon, known for a curated aesthetic, focuses heavily on organic groceries and wellness-oriented products.
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