Here's everything you need to know.
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“White Gold”: Hong Kong and Italian truffle love
Erewhon is no ordinary grocery store
Dubbed by Vogue as Hollywood's cult-favorite wellness destination, Erewhon is certainly no Target or Walmart. The organic supermarket, which has locations in Beverly Hills, Calabasas and West Hollywood, among others, celebrates sustainably sourced, natural ingredients and products, is GMO-free and supports animal welfare, according to its website. ing.
Although it's been around since the 1960s, it's only recently started to gain immense popularity, especially during the pandemic. Celebrities regularly visited this place, especially during the lockdown, and it also attracted a lot of attention on social media.
Eat healthy, but make it trendy (and prohibitively expensive)
According to British media, even the most basic household items can cost up to 10 times the average price. A bottle of raw milk costs $20, while a bottle of hot sauce costs $40. Buffalo and cauliflower wraps cost about $16.
Celebrities and influencers also love Erewhon
Erewhon is home to many famous celebrities and social media influencers. Some of the supermarket's most famous customers include Kendall Jenner, Justin Bieber and Hailey Bieber, Kourtney Kardashian, Brooklyn Beckham, Kaia Gerber, Leonardo DiCaprio, Miranda Kerr, Shawn Mendes, Miley Cyrus, They include Hilary Duff, Jake Gyllenhaal, Demi Lovato, and more.
Influencers have also jumped on board with this trend. From Emma Chamberlain to Dixie D'Amelio, TikTokkers regularly share snaps of smoothies, biodynamic foods, and vegan dishes. As the New York Times notes, the shop, with its photogenic interior and flashy product packaging, is practically tailor-made for influencer culture.
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Erewhon inspired the supermarket in Netflix's 'You' Season 2
Second season of Netflix's acclaimed thriller TV series you It depicts the toxic culture of LA's wealthiest people and the clichés that come with life in the City of Angels.
According to Business Insider, one of the series' locations, the trendy upscale market Annabrin, is believed to have drawn inspiration from Erewhon. “[California grocery stores are] “It's a natural, non-GMO Disneyland, and the king of it all is Annabulin,” says the show's main character, Joe Goldberg, played by Penn Badgley.
“Come eat your spring lettuce mix and go on living the perfect life that could be yours if you spend enough money and quit gluten, asshole.”
Fans have pointed out similarities between the two, including the spelling of the supermarket's name. If you reverse “Annabrin” you get “Nirvana”, but if you reverse “Erewhon” you get “Nowhere”.
Famous celebrity smoothies…
Elephone doesn't need much promotion as it has enough buzz on its own, but any news outlet is a good one and gets extra attention thanks to its collaborations with celebrities.
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…and other quirky products
If you've heard of it in goop, or this season's newest superfood, you can probably find it at Erewhon. From Cosmic Berry Sea Moss Gel to “Immune Therapy” Biome Tea to Ofora High Oxygen Water, there's something for every health-conscious niche here, but don't expect prices as low as your local Trader Joe's.
Who is the owner?
As you may know, Erewhon was founded in Boston in 1966 by Michio Cusi and Aveline Cusi, and has since found success in LA and continues to expand its products far and wide. Tony and Josephine Antochi purchased the grocer's only storefront on Beverly Boulevard in 2011 and began a luxurious business transformation, according to Erewhon's website.
Apparently things went so well that the couple are now millionaires. According to Robb Report, Josephine splurged $20 million on a beachfront mansion in Malibu last month. It turns out that health is truly an asset.
