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Erewhon is more than just a grocery store — it’s a status symbol. Known for its $20 Hailey Bieber smoothie, $26 bottles of “hyper-oxygenated” water and a single strawberry from Japan selling for $19, the company has cultivated a reputation as one of the most expensive supermarkets in the US. Yet, its appeal extends beyond the ultra-wealthy. Erewhon is as much a destination for Beverly Hills moms as it is for Echo Park aspiring actors, many of whom tap their cards with equal parts irony and indulgence. “Erewhon smoothies feel like the equivalent of buying Chanel sunglasses when you can’t afford main line,” the Berlin shopper says. Her friend, an Erewhon member, but not yet a homeowner, agrees. “It’s a $20 entry point into this luxury world that you perhaps aren’t really part of yet.” Thanks to its buzzy celebrity partnerships and viral products, it’s also become a must-stop for anyone visiting from outside LA.Officials Virginia Cavaliers 2025 Taxslayer Gator Bowl Champions Players Names Skyline Shirt
“Erewhon is at the intersection of two game-changing trends in the luxury market today: luxury as an experience, not a product, and the wellness and well-being trends,” says luxury retail expert Pamela Danziger. Erewhon owners Tony and Josephine Antoci acquired the business, a former niche health food store, in 2011, transforming it into an aspirational retail experience. As the wellness industry boomed and food evolved into a status symbol — where Michelin stars, exclusive dining clubs and hyper-curated ingredients became markers of taste — Erewhon positioned itself as the lifestyle equivalent of a luxury fashion brand. Holding an overpriced smoothie or carrying one of its branded totes became less about groceries and more about alignment with a rarefied, health-conscious elite.
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