For years, Erewhon has occupied a category of its own in Los Angeles—a grocery store that has become as much a lifestyle brand as a place to buy food. But a new challenger has arrived in West Hollywood.

Enter Laurel Supply, a high-end grocery concept located just two blocks from the recently opened Erewhon West Hollywood.

The first thing that stands out is its scale. The exterior is elegant and expansive, defined by warm wood finishes and a striking architectural structure that immediately signals this is not your average grocery store. Upon entering, the comparison to Erewhon is inevitable, yet Laurel Supply manages to feel distinctly its own. In many ways, it feels even more luxurious. Bright white interiors, warm wood accents, soaring open spaces, abundant seating areas, and because no luxury grocery experience is complete without a touch of excess indoor fireplaces create an environment that feels more akin to a boutique hotel lobby than a supermarket. The result is a space that feels larger, more open, and more room for crowds to breathe.

Like Erewhon, products are meticulously organized and merchandised with intention. Shelves feel curated rather than stocked, making the shopping experience visually appealing and surprisingly calming. The assortment is equally impressive, if not more extensive, with a wider selection across many categories while maintaining a similar premium price point.

Where Laurel Supply differentiates itself most noticeably is in its prepared foods program. The store offers its own take on the now-famous Erewhon hot bar formula: a protein paired with two sides, alongside many of the health-conscious recipes and ingredients that have become staples of the wellness grocery movement. While it’s difficult to make direct price comparisons given that meals are sold by weight, many shoppers claim Laurel Supply offers a slightly better value than Erewhon. The savings aren’t dramatic, but enough to be noticeable for regular customers.

Online reviews suggest that while the value proposition is stronger, the food itself doesn’t always reach the same level of cult-favorite status. The same can be said for Laurel Supply’s version of Erewhon’s iconic Strawberry Glaze Smoothie. Less expensive and arguably more in line with what most consumers would consider a normal smoothie price, it has yet to inspire the same level of obsession. Whether that’s due to flavor or perhaps simply less sugar is up for debate.

Beyond the hot bar, Laurel Supply expands the prepared food offering with a wood-fired pizza counter and a sushi bar where customers can select individual pieces, creating a more dynamic grab-and-go experience.

The store also incorporates features typically found in traditional upscale grocers. Unlike Erewhon, Laurel Supply includes full-service butcher and seafood counters. While seemingly conventional, these additions lend a sense of authenticity and craftsmanship that elevates the shopping experience.

Another standout is the health and beauty department. While Erewhon has long been known for its extensive supplement and wellness offerings, Laurel Supply dedicates significant square footage to the category, creating an environment that feels more akin to a specialty wellness retailer. It feels more expansive. Staff members in lab coats are available throughout the department to answer questions a touch that could be viewed as theatrical, but one that reinforces the store’s health-focused positioning.

The store also places a strong emphasis on lingering. Ample indoor and outdoor seating transforms the space from a grocery store into a destination, encouraging customers to stay, dine, and socialize.

While Laurel Supply feels like a direct competitor to Erewhon, more importantly it displays an evolution of the model. It takes many of the elements that made Erewhon successful and asks a simple question: What else could a luxury grocery store be?

The answer appears to be more selection, more services, more prepared food options, and more amenities all wrapped in the same wellness-centric ethos that has captivated Los Angeles shoppers.

Whether Laurel Supply becomes a single flagship destination or the beginning of a larger expansion remains to be seen. But one thing is clear: for the first time in a long while, Erewhon may have a true competitor.