Erewhon, the Los Angeles–based organic grocer beloved by wellness devotees and tastemakers alike, is stepping gracefully into the national spotlight. Long a haven for those who appreciate thoughtfully sourced foods and beautifully executed healthy living, the cult-favorite market—famous for its $20 celebrity smoothies and exquisitely curated aisles—is preparing to open in 20 cities across the United States. From Los Angeles and Manhattan to Miami and Salt Lake City, this marks the brand’s very first journey beyond California, and it is poised to make quite the impression.
Although Erewhon today evokes images of celebrities in athleisure and an enviable array of jewel-toned superfood blends, its beginnings are rooted in something far more modest—and rather charming. The original Erewhon opened in 1966 in Boston, founded by Michio and Aveline Kushi as one of the nation’s earliest natural-foods stores with a focus on macrobiotic and organic offerings. Even the name, “Erewhon”—an anagram of “nowhere,” inspired by a 19th-century literary utopia—speaks to an ethos of personal responsibility and holistic well-being. A second store opened in West Hollywood in 1969, but by 2011, only one Los Angeles location remained. That same year, Tony and Josephine Antoci purchased the struggling shop and began what can only be described as a remarkable transformation. Over the past decade, Erewhon has blossomed into a cultural fixture, adored by wellness influencers and frequented by Oscar winners, Grammy artists, and professional athletes. TikTok and Instagram helped ignite its rise, with devotees documenting their $18 adaptogenic shakes and weekly grocery hauls to millions of viewers. What began as a niche health food store has become a symbol of modern luxury—accessible, aspirational, and undeniably stylish.
Erewhon’s true distinction lies in its exquisite attention to wellness as a complete lifestyle experience. Step inside any location, and you’re met with organic produce, artfully packaged supplements, and an array of superfoods that feel equal parts nourishing and indulgent. Tonic bars and cafés serve warming macrobiotic meals, while everyday staples are elevated through careful sourcing and refined presentation. Much of the store’s signature curation comes from Josephine Antoci, whose discerning eye ensures that every product—whether a pantry essential or an innovative health tonic—meets the brand’s high standards. The ambiance resembles that of a luxurious spa or private club, with an air of serenity and intention that sets it apart from a traditional supermarket. Celebrity collaborations have only added to the allure. Erewhon pioneered the “star smoothie” concept, partnering with luminaries like Hailey Bieber (her pink Strawberry Glaze once sold 12,000 units a week), Bella Hadid, and Kourtney Kardashian. To carry an Erewhon tote or share a smoothie online has become, quite simply, a modern status symbol.
Until now, Erewhon’s presence has remained exclusively in Southern California, with ten locations primarily situated throughout Los Angeles County. That landscape is about to change dramatically. The brand’s leadership has announced plans for a bold test across 20 U.S. cities, bringing its beloved smoothies and signature offerings to communities in Los Angeles, Manhattan, Miami, San Francisco, Chicago, Boston, San Diego, Seattle, Las Vegas, Dallas, Santa Barbara, Nashville, Phoenix, Atlanta, Philadelphia, Portland, Denver, Charleston, Salt Lake City, and New Orleans.
The strategy behind this expansion is both thoughtful and ambitious. CEO Tony Antoci calls 2025 the dawn of “Erewhon 2.0”—a new era supported by enhanced infrastructure and rising nationwide demand. Their impressive 65,000-square-foot commissary kitchen in Vernon, California, now multiplies production capabilities for prepared foods and juices, while private equity investment in 2019 provided the necessary foundation for growth. Erewhon’s East Coast debut will begin delicately, with a tonic bar inside the members-only Kith Ivy club in New York—a move that maintains the brand’s carefully cultivated exclusivity even as it branches outward. In cities with established wellness cultures, such as Miami and San Francisco, Erewhon is poised to seamlessly integrate. In emerging markets like Salt Lake City, Nashville, and Charleston, it may even help shape local community standards for health and luxury. Each new location will be selectively chosen, often in iconic or historic buildings that reinforce the brand’s identity as not just a grocer, but a destination.
Industry analysts note that premium “fresh format” grocers are currently the fastest-growing retail segment, and with wellness accounting for more than 6% of the global economy, Erewhon’s timing is impeccable. By expanding into 20 cities, the brand is making a confident statement: the cultural embrace of wellness is no longer limited to coastal enclaves—it has become a nationwide movement. If Erewhon succeeds, it may very well reshape how Americans think about grocery shopping, elevating a routine errand into an experience of beauty, intention, and luxury—one thoughtfully crafted, exquisitely blended smoothie at a time.
- By Michael Mettler