# Erewhon Expands to NYC: Biggest Risk Is $20 Smoothie

> Erewhon may open a New York City location but faces competition from existing grocers.
- Title: Erewhon Expands to NYC: Biggest Risk Is $20 Smoothie · Inc
- Summary: Erewhon may open a New York City location but faces competition from existing grocers. Erewhon plans a New York City store but risks becoming another…
- Keywords: erewhon, kith, new york city, tonic bar, smoothie, grocery store, lifestyle brand, wellness culture, streetwear, Expands, NYC, Biggest
- Source: Inc — https://inc.com/amaya-nichole/erewhon-expanding-in-new-york-biggest-risk-is-not-20-dollar-smoothie/91426855
- Read time: 1 min
- Topics: erewhon, kith, new york city, tonic bar, smoothie, grocery store, lifestyle brand, wellness culture, streetwear
## Erewhon NYC Expansion
Erewhon may expand its retail footprint to New York City with a partnership involving Kith.
## Kith Ivy Location
Kith CEO Ronnie Fieg opened Erewhon’s first East Coast location inside his private members’ club, Kith Ivy, last year.
## Tonic Bar Format
Erewhon’s Kith Ivy location is a drinks-only outpost called a "tonic bar" for club members only.
## Membership Requirements
Club members pay a $45,000 initiation fee and $10,000 annual dues to access the tonic bar.
## Delivery Options
Nonmembers can order drinks through Postmates and Uber Eats within a one-mile radius of Manhattan.
## L.A. Wellness Identity
Erewhon’s appeal in Los Angeles is tied to the city’s wellness culture and status associated with being seen there.
## New York Challenge
Erewhon must become part of customers’ daily routines in New York City or risk becoming just another expensive grocery store.
## Market Gap
The gap between Los Angeles and New York City’s status codes is at the heart of Erewhon’s challenge in expanding.
## Expert Insight
A consumer behavior scholar says Erewhon sells an L.A. identity of wellness as lifestyle but New York has different status codes.
## Key takeaway

Erewhon plans a New York City store but risks becoming another expensive grocery store in a market already saturated with options.