Erewhon, the high-end Los Angeles grocery chain known for $20 smoothies and viral social media buzz, is preparing to open in New York City—but it’s not going to be a typical grocery run. This time, getting through the door may cost more than a new car.
The luxury health market is opening its first NYC location inside a members-only club in the West Village, designed by Kith founder Ronnie Fieg. But here’s the catch: the initiation fee for the club is $36,000. And that’s before the $7,000 annual membership dues.
This isn’t just Erewhon coming to New York. This is Erewhon entering one of Manhattan’s most exclusive club settings, nestled alongside padel courts, spa rooms, a boutique gym, and private lounges. The market itself won’t be full-size like its California locations. Instead, it’s being described as a “tonic bar,” offering a curated menu of juices and smoothies — including the $20 Strawberry Glaze Skin smoothie that helped make the brand famous.
The exclusive setup is part of a larger concept called Kith Ivy, a new luxury padel club that’s already drawing attention, and not just from fans. The project stirred controversy months before it was officially announced. Locals in the West Village rallied against the club’s proposal at 120 Leroy Street, citing concerns about noise, traffic, and the changing character of their quiet, residential neighborhood.
Fieg, known for transforming his Kith streetwear brand into a global lifestyle label, joined forces with Manhattan Equities and Cafe Mogador’s team to push the plan forward. Initial designs included a rooftop bar, which many locals argued felt more like a nightclub than a sporting club. After community backlash, the bar was scrapped.
Even so, the cost of entry and the promise of Erewhon’s arrival have continued to spark debate.
Broke down the new KITH x Erewhon Padel Club coming to NYC.
For a $36K initiation fee and another $7K per year, you can become a member. pic.twitter.com/xxvdTsBCbe
— Jake Heyen (@JakeHeyen) September 4, 2025
The club’s presence is expected to shift the dynamic in the neighborhood — one that’s long resisted major commercial development. Critics say the upscale project caters to the ultra-rich and threatens the area’s charm. Supporters see it as the next evolution of luxury wellness in New York.
Kith Ivy was teased with a pop-up padel court inside Grand Central Terminal’s Vanderbilt Hall earlier this week, drawing attention from curious commuters and influencers alike. According to the brand’s Instagram, court slots were fully booked, with walk-in guests placed on a growing waitlist.
Inside the West Village location, Erewhon will reportedly share space with cold plunges, spa treatment rooms, a relaxation room, a boutique, and lounges. But access to all of this — including the Erewhon tonic bar — remains locked behind a high-priced membership model.
Kith introduces Kith Ivy, a full-service members wellness and padel club in NYC’s West Village
• Dining with Cafe Mogador
• First Erewhon tonic bar outside of LA
• Giorgio Armani x Kith luxury spa experience
• 1,500 sq ft fitness center
• Wilson x Kith rooftop padel courts… pic.twitter.com/ZapabnDToU— Modern Notoriety (@ModernNotoriety) September 3, 2025
Those outside the club will still be able to order a limited selection of smoothies and juices through delivery apps like Postmates and Uber Eats, though it’s unclear how wide the delivery radius will be.
While Erewhon’s full presence in NYC remains small for now, the partnership signals a deeper move into curated, exclusive experiences that blend wellness, lifestyle, and luxury. And for a brand known for $18 coconut water and $100 wellness kits, the pairing with a $36,000 entry club seems to fit the vision.
But many are still asking: Is New York ready for Erewhon at this scale — or at this price?
