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This supermarket sprouted in 1966 as one of America’s first health food stores, opening its doors long before the vegan or vegetarian revolution took hold in popular culture. However, it wasn’t until 2011 when entrepreneur Antoci bought and refocused the company as an upscale supermarket to serve the stardom.
Its expansion over the years has been evident. Currently, there are already 10 of its stores throughout Los Angeles, including exclusive enclaves such as Fairfax, Venice and Calabasas, which have positioned it as one of the most expensive grocery stores in the United States. According to Forbes, a purchase at Erewhon can cost between 50 and 100 dollars more expensive than in a conventional supermarket.
The cult of Erewhon
The gastronomic religion of Erewhon has been gaining countless followers over the years. Especially since personalities like Kourtney Kardashian, Bella Hadid or Hailey Bieber made it their favorite supermarket, generating with their influence a kind of extension from supermarket to lifestyle that global icons like Cara Delevingne, Jaden Smith, Ashley Benson and Kaia Gerber, Jake Gyllenhaal, Demi Lovato, Hilary Duff or Miley Cyrus have also followed.
Erewhon would then be like the VIP lounge of sustainable or macrobiotic grocery stores where vegan coconut yogurt costs $19.
Collaborations
Erewhon, beyond standing out for its exclusivity and its organic products, has done so for its smoothies, and the collaborations it has carried out with personalities or brands located in the core of the system; as we could see recently with the clothing brand Cactus Plant Flea Market in the joint creation of the ‘CPFM Smoothie’, a psychedelic smoothie that could have been drunk at Woodstock.
Its drinks are positioned on the industry dais as highly coveted products, especially those signed by a celebrity. Since the relaunch of the $18 drink in 2022, for example, Erewhon has sold almost a quarter of a million Hailey Bieber shakes. A liquid fascination likewise generated by Kourt Kardashian with her ‘Poosh Potion Detox’ smoothie, or Bella Hadid with her Erewhon version of ‘Kinsicle’. Even Emma Chamberlain collaborated with the supermarket to launch, under the framework of Chamberlain Coffe, a limited edition smoothie.
The Erewhon mystique has proved equally impactful for TikTok users, who have amassed nearly 500 million views on the app’s Erewhon hastag. Not to mention the creation of its own fashion brand with Erewhon collections, much in the style of Aimé Leon Dore.
Erewhon also launched other collaborations with partners who share this appreciation for well-being and wealth, such as Casablanca or Sky High Farm: reference brands that have made it not only a gastronomic icon, but also a fashion one.
