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How Erewhon made luxury grocery store shopping a lifestyle

Elite grocery chain Erewhon is embarking on an aggressive expansion in Southern California. Started as a humble bulk grains outlet, its cult success is rewriting the rules of the supermarket business. ....

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How a Health Food Store Became L.A.'s Hottest Hangout

How Erewhon Became L.A.’s Hottest Hangout
With a little help from celebrities and influencers, the health food store became the place to see and be seen.
Erewhon, an upscale organic grocery store and cafe, has six locations in the Los Angeles area.Credit.Michelle Groskopf for The New York Times
Published Feb. 17, 2021Updated Feb. 18, 2021
Angelenos have long known that health is wealth, and the healthiest and wealthiest among them shop at Erewhon, the upscale organic grocery store with six locations throughout Los Angeles County.
Last year, after the coronavirus pandemic forced bars and nightclubs across the city to shutter, supermarkets were among the few places where people could still see and be seen. Erewhon, with its outdoor dining areas, became the unofficial hangout for the young, beautiful and bored. Like a moth to a nontoxic flame, the store drew Instagram flâneurs in droves but also plenty of grimaces and eye rolls from locals. ....

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Is Erewhon's Arrival in Silver Lake the Final Nail in the Gentrifying Neighborhood's Coffin?

The Silver Lake Erewhon threw open its in doors in September. But even if you live near Sunset Junction, you may not have noticed the gluten-free, celebrity-infused emporium on Santa Monica Boulevard until about three weeks later, when a photo on Twitter captured an impromptu BDSM scene transpiring near the store’s tonic bar. The images showed a platform-booted dominatrix leading her masked and leashed submissive on a Saturday morning stroll through the supermarket in search of organic, cold-pressed coconut Bulgarian rose water. The tweet was viewed by more than 100,000 people, proving that a viral picture is worth a thousand grand openings. ....

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