Officials The Game Is Not Over Shirt
Brands whose products are included in a celebrity smoothie collaboration pay Erewhon for the promotion and sign a confidentiality agreement, which includes not speaking about the financials, according to those familiar with the matter. A source familiar with Erewhon’s business model says they were quoted $50,000 to have a single ingredient included in Kourtney Kardashian’s smoothie. Another says they were quoted $60,000 for a branded tonic. Still, for many, the association is invaluable. Erewhon offers a direct pipeline to the wellness-conscious, high-spending consumer. It turns grocery shopping into an experience, and in doing so has redefined the idea of a luxury retailer. “Erewhon dictated our pricing so they could get their desired markup, and we decided we had to forgo our margins to stay competitive,” says a founder whose products were stocked at Erewhon for three years. “We essentially were losing money to be on Erewhon’s shelves — but the brand credibility made it worth it.”Officials The Game Is Not Over Shirt
There are plenty of places one could pick up an expensive, novelty smoothie in LA. What sets Erewhon apart is that at none of the others — or any grocer in the city at all for that matter — would you opt to spend the better part of your Sunday sitting at. In a city known for its lack of walkable spaces, Erewhon has become one of LA’s few places that cultivates community. Its all-day cafés serve 100,000 customers per week and have become as much of a social hub as they are a shopping experience. Many customers are part of Erewhon’s paid loyalty programme, which launched in July 2023 at the same time as the brand’s app. Plans are $100 or $200 per year and offer perks such as $1 back in points for every $10 purchased, a free new member drink per month, and priority access to clothing collection drops, promotions and events. “We had to get rid of our membership when I lost my job,” the birthday shopper tells me. “But I knew we’d be back, and now, thankfully, we are.”
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