Erewhon unveils its nationwide expansion across key markets

Erewhon, the Los Angeles-based luxury organic grocery chain that has become a byword for upscale wellness culture, is making its grand debut on the national stage. In an ambitious expansion drive, the cult-favorite supermarket known for its $20 celebrity-endorsed smoothies and meticulously curated health foods is setting up shop in 20 U.S. cities, from Los Angeles and Manhattan to Miami and Salt Lake City, marking the chain’s first foray outside California.

Though Erewhon is now synonymous with celebrity sightings and hyper-trendy health fads, its origins are decidedly humble. The very first Erewhon opened in 1966 in Boston, launched by Michio and Aveline Kushi as one of the nation’s first natural-food shops focused on macrobiotic and organic foods. (The name “Erewhon,” an anagram of “nowhere,” nods to a 19th-century novel’s utopia of personal health responsibility.) A West Hollywood store followed in 1969, but by 2011 only a single L.A. location remained. That year, Tony and Josephine Antoci purchased the struggling market and began transforming it into the upscale phenomenon known today. Over the past decade, Erewhon has shot to cult status, fueled by frequent A-list shoppers and an army of wellness influencers documenting their $18 adaptogenic shakes on TikTok and Instagram. What was once a niche health food store is now a cultural symbol of luxury and exclusivity, drawing Oscar winners, Grammy artists, and pro athletes alongside everyday devotees.

What truly sets Erewhon apart is its uncompromising focus on wellness as a lifestyle. Inside each store, customers find organic produce, chicly packaged supplements, and superfoods alongside tonic bars and cafés serving hot macrobiotic meals. Traditional staples take a backseat to cutting-edge health products vetted by Josephine Antoci, the chain’s president and tastemaker. The result is a shopping environment more akin to a luxury spa or members-only club than a typical supermarket. Celebrity collaborations have further amplified the brand’s allure. Erewhon pioneered the concept of the “star smoothie,” partnering with Hollywood elites and influencers on exclusive blends like the Hailey Bieber Strawberry Glaze, Bella Hadid Kinsicle, and Kourtney Kardashian Poosh smoothie. At one point, Bieber’s pink-hued concoction was selling 12,000 units per week. Carrying an Erewhon tote bag or posting one of its smoothies online has become a cultural status symbol.

Until now, Erewhon’s footprint has remained entirely within Southern California, with ten locations concentrated in Los Angeles County. That is about to change. Erewhon’s leadership has confirmed plans for an unprecedented market test in 20 cities across the United States, bringing their viral smoothies to Los Angeles itself, as well as 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 strategic significance of this move is hard to overstate. CEO Tony Antoci has described 2025 as the beginning of “Erewhon 2.0”—a wave of expansion powered by new infrastructure and surging demand. A 65,000-square-foot commissary kitchen in Vernon, California, now quintuples production capacity for prepared foods and juices, while a private equity investment in 2019 set the stage for national growth. Erewhon’s first East Coast entry point will be a tonic bar inside the members-only Kith Ivy club in New York, a deliberate choice to retain exclusivity even as it broadens reach. In cities like Miami and San Francisco, Erewhon is poised to tap into established health-focused communities, while in Nashville, Salt Lake City, and Charleston, the brand could catalyze emerging wellness markets. Each location is expected to be carefully selected, often with a focus on iconic or historic real estate that elevates Erewhon beyond the role of grocer to neighborhood anchor.

Analysts note that premium “fresh format” grocers are now the fastest-growing retail segment, and with wellness comprising over 6% of the global economy, the timing is ideal. By expanding into 20 cities, Erewhon is betting that the cult of wellness has gone mainstream nationwide. If successful, it may redefine grocery shopping across America—transforming a simple errand into a luxury lifestyle statement, one $20 smoothie at a time.