Erewhon’s bestselling product is…water? 💧 followed by coconut water? 🥥 💧 byandreachang explains how Erewhon made luxury grocery shopping a lifestyle:
It’s a cultural phenomenon that customers, critics and industry analysts joke could only exist in L.A. Company executives, in the midst of an ambitious expansion plan to bring Erewhon stores outside Los Angeles County for the first time in decades, to as many as 20 locations in all, hope that’s not the case.
One decade and six more stores later, Erewhon has morphed into something far beyond successful regional grocer. It’s also a cafe, celebrity scene, tourist destination, date-night spot, post-workout hangout, selfie backdrop, seller of $150 branded merch sweatpants and obligatory stop on the way to or from Los Angeles International Airport .
A Beverly Hills Erewhon is next, with a scheduled launch date of summer 2022, and then Culver City later in the year; Pasadena is in the works for 2023. Austin, Texas-based Whole Foods has since become more deals- and convenience-focused, a place where you can buy 10-for-$11 Greek yogurt cups while dropping off your Amazon return for that air fryer you impulse-bought. And industry data during the pandemic showed a steeperand smaller overall revenue gains compared with competitors. Whole Foods did not respond to a request for comment.
With its stylish stores and spacious patios, meticulous merchandise curation and emphasis on emerging brands, Erewhon has elevated a mundane errand into an elite event. Much of what customers find on store shelves reflect the tastes of Josephine Antoci, the company’s trendsetting president, who personally samples or tests every prospective product before selecting the ones that make it into the coveted Erewhon fold.
Norio Kushi, one of the couple’s five children, recalled packaging brown rice, miso, soy sauce and umeboshi in the family’s basement as an 11-year-old before the operation was shut down by the health department. Undeterred, his parents rented a small storefront nearby and named it Erewhon, an anagram of “nowhere.”
Besides the publicity from celeb enthusiasts — the Kardashians, Angelina Jolie, Miley Cyrus and Shawn Mendes among them — Erewhon has also profited from widening interest in healthy living and eating in recent years.
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