It is a brand synonymous with wealth, power and status. The mere mention of its name evokes equal parts envy, disdain and wonder. For celebrities and influencers, its cultural cachet can rival that of Disneyland (a visit for four people can be nearly as costly). It is symbolic of Los Angeles’ organic/non-GMO/paleo/free range health-conscious lifestyle. It is Erewhon. When one thinks of Erewhon, one might conjure up images of vibrant and colorful smoothies, the infamous $26 water and $88 sea moss, beautiful and affluent customers clad head-to-toe in athleisure wear, and a signature $140 Erewhon tote bag. But it wasn’t always like this.  

Erewhon’s origin story began in 1966, in a modest, below-street-level stall on Newbury Street in Boston, Massachusetts. Founded by Aveline and Michio Kushi, the original Erewhon focused on bulk goods and made just $25 in daily sales—humble beginnings for what would become such an influential brand. Pioneering the Natural Foods Movement, the Kushis promoted whole foods, minimal processing, and organic produce from trusted farms. A few years later, they opened a second location, Erewhon West, in Los Angeles on Beverly Boulevard – still around today.

The pivotal moment for Erewhon came in 2011 when Tony and Josephine Antoci took over ownership. This marked the beginning of Erewhon’s transformation into the upscale, trendy grocery brand we know today. Under their leadership, Erewhon modernized without abandoning its roots of offering organic, whole foods. The store’s design was revamped with sleek, minimalist interiors and state-of-the-art facilities, moving away from the typical “granola” aesthetic that many health food stores are known for. They expanded the product range to include gourmet items and cutting-edge wellness trends, aligning Erewhon with the rising demand for luxury, trendy health foods. The store has even become an inspiration for other companies looking to refresh their branding.

While Erewhon’s visual appeal—especially in LA—is important, its success is also deeply tied to its innovative marketing and business strategy. Erewhon has redefined the grocery shopping experience, transforming it from a mere errand into an immersive outing. Strolling through its impeccably organized aisles, you can’t help but notice the meticulous attention to detail, from the carefully stocked shelves to the staff dedicated to each department. Whether it’s prepared foods, juices, produce, or beauty products, the care put into each section ensures that customers have a consistently high-quality experience.

Erewhon also provides a unique platform for smaller, independent brands. Unless you’re deeply embedded in the food industry, many of the products on Erewhon’s shelves will be unfamiliar. The store gives these lesser-known companies valuable exposure, providing them shelf space they wouldn’t typically get at larger retailers. They even create beautiful branded end caps to highlight certain brands within their store. These end caps become a in-store billboard for the brand. Having a product stocked at Erewhon is a badge of honor, carrying a certain prestige and recognition in the wellness space.

In addition to carrying a wide selection of emerging and unique brands, Erewhon has developed a growing private label program. They offer private label staples such as nuts, water, protein powder, and body wash. But they also feature a range of distinctive products that align with the brand’s ethos, including Liposomal Glutathione supplement packets, Sea Moss Gummies, and non-toxic soy wax candles in cement containers with scents like Yuzu Hinoki. Erewhon also offers an extensive range of merchandise, including hoodies, sweatpants, socks, totes, and to-go cups. Similar to a Supreme drop, new exclusive colorways are introduced every season.

One area where Erewhon has truly excelled is with its hot bar and prepared foods. Many Angelenos prefer having dinner at Erewhon instead of dining out, thanks to its exceptional quality and innovative dishes. Popular dishes include the organic buffalo cauliflower, grass-fed Korean short rib, gluten free turmeric chicken tenders and gluten free mac and cheese. They have even partnered with sushi restuarant Nobu for an exclusive sushi club. With a focus on clean, better-for-you ingredients, the food is both healthy and delicious, making it a go-to for those looking for a nutritious meal that doesn’t compromise on taste.

Then there’s Erewhon’s famous smoothies, which have revolutionized the category. What once was a simple, quick beverage has now become a premium product people willingly pay $20 to $30 for, thanks to their beautiful presentation, amazing taste, and high-quality ingredients. The demand is so high that people regularly wait 20 minutes in line to grab one (Erewhon sells around 12,000 smoothies per week across its 10 locations). The Hailey Bieber smoothie, in particular, has been a massive success, generating over $800,000 in sales monthly. Erewhon capitalized on this by launching the Hailey Bieber Strawberry Glaze, a dairy-free frozen dessert, in partnership with Coconut Bliss, further tapping into the success of the collaboration.

Erewhon has evolved into more than just a grocery store—it has become a cultural hotspot. Designer brand, Balenciaga collaborated with Erewhon on a special Beverly Hills runway show, showcasing the Erewhon effect beyond the grocery aisle. It truly is a cultural phenomenon. People flock to Erewhon not just for food but to socialize and immerse themselves in the latest food and wellness trends. With its Instagram-worthy design and meticulously curated product offerings, Erewhon has attracted not only health-conscious consumers but also influencers, celebrities, and trendsetters. Being seen at Erewhon has become a symbol of social status, a sign that you’re in the know about the latest trends. It’s a place where like-minded individuals gather to share ideas, catch up over a smoothie, or simply soak in the vibrant atmosphere. Erewhon is no longer just about food; it’s a lifestyle experience that blends wellness, culture, and social connection in a way few other places can match.