Erewhon Teases First Manhattan Location, Sparking Debate Among New Yorkers

Luxury Los Angeles grocery chain Erewhon is reportedly nearing its first public Manhattan location, a development that has sparked both excitement and criticism among New Yorkers. Rumors intensified over the weekend when an Instagram user spotted Erewhon's logo on a building under construction in the NoHo neighborhood.

The New York Post reported that Erewhon is expected to occupy the former PlantShed cafe space located at the corner of Bleecker and Broadway. However, Chandler Forsythe, director of operations and community at the NoHo Business Improvement District, indicated that it may be a smoothie shop and cafe rather than a full grocery store.

Erewhon, often described as "the world's most expensive grocery store," has gained a cult following and attracts celebrities such as the Kardashians, Justin Bieber, Hailey Bieber, Miley Cyrus, and Kai Trump. The brand has built its reputation on a focus on locally sourced, vegan, and organic foods, catering to niche diets and often featuring high-priced items like $26 "oxygenated" water and $40 hot sauce. The chain also offers signature smoothies, some of which have been developed in collaboration with celebrities like Hailey Bieber, Kourtney Kardashian, Sabrina Carpenter, and Gisele Bundchen.

This potential Manhattan opening follows a November pop-up tonic bar Erewhon launched inside the members-only Kith Ivy club in the West Village. While that offered limited access to non-members via delivery services within a one-mile radius, a public location would make its offerings more widely available.

News of the possible Erewhon store has divided New Yorkers. Some expressed enthusiasm, with one user writing, "Insane! I’ve been getting their smoothies off of Uber, it’ll be nice to finally go inside!" Others joked about the anticipated cost, with comments like "$50 smoothie here I come."

However, many voiced concerns about the affordability of Erewhon's products in a city where food costs are a significant issue for many residents. One commenter pointed to a 2025 report by the Robin Hood Foundation and Columbia University, which found that over 40 percent of New York City families and roughly one in five New Yorkers overall struggle to afford weekly grocery costs. "This is just gluttony while nearly half the population can’t afford the basics because of greed," one user wrote. Others expressed outright opposition, with sentiments like "No actual New Yorker wants this" and "Ew. We don't need that here. Go back to LA, we don't want you here in NYC."

Founded in Boston in 1966 with a focus on macrobiotic and organic foods, Erewhon has since expanded to 14 locations across California. Its transformation into a trendy, influencer-favored spot accelerated after a 2019 private equity deal.