Luxury grocery chain Erewhon is bringing its celebrity-backed juices and $20 smoothies to New York City—but only for the ultra-wealthy. The Los Angeles-based brand announced it will open a members-only tonic bar inside the new Kith Ivy padel and wellness club in Manhattan’s West Village, where access requires a staggering $36,000 initiation fee and $7,000 in annual dues.
The tonic bar, exclusive to club members, will serve Erewhon’s most viral drinks, including Hailey Bieber’s $20 Strawberry Glaze and Sofia Richie’s Sweet Cherry blend. Unlike Erewhon’s full-service California stores, this NYC location will focus solely on high-end smoothies and juices, served next to cold plunge pools and treatment rooms at the fashion label Kith’s luxury wellness hub.
Kith founder Ronnie Fieg revealed that to promote the launch, a pop-up Erewhon padel court has been constructed inside Vanderbilt Hall at Grand Central Terminal. Though fully booked through official channels, walk-in guests can attempt to join the waitlist in person before the court closes September 10.
Local reaction to the exclusive venture has been mixed. Residents of the West Village protested the project in March, arguing that it would flood their neighborhood with non-residents and disrupt the area’s character. Critics accuse Erewhon and Kith of catering to the rich while ignoring the community’s needs.
While Erewhon will primarily serve private club members, a limited number of items will be available for delivery through Postmates and Uber Eats for those within range—albeit at premium prices.
The launch of the Erewhon tonic bar comes amid sharp political contrast in the city. Zohran Mamdani, a Democratic Socialist and frontrunner in the upcoming mayoral race, has pledged to create city-owned grocery stores if elected. Opponents argue that the proposal would destabilize private grocery businesses and could mirror the failures of similar socialist-style systems, resulting in food shortages and bureaucratic inefficiency.
As Erewhon caters to the elite with $20 smoothies and velvet-rope exclusivity, Mamdani’s plan presents a radically different vision—setting the stage for a stark political and economic clash in the heart of Manhattan.
