William Rath, a recent law school graduate and influencer from Oregon, meticulously planned a trip to Los Angeles, highlighting iconic landmarks such as the Hollywood sign and the Pacific Ocean. However, one destination stood out above the rest: Erewhon, the luxury grocer renowned not just for its products, but for the clout it brings.
Erewhon, a wellness emporium located in Beverly Hills, has become a must-visit for both locals and tourists seeking to immerse themselves in L.A. culture. Rath ventured to the upscale store not out of necessity, but to experience the spectacle that surrounds it, especially the popularity of Hailey Bieber’s Strawberry Glaze Skin Smoothie.
With the influence of TikTok driving many visitors, Rath shared his experience from the comfort of his rental car, highlighting how the store has become a trending stop on social media.
Once known primarily as a destination for wellness enthusiasts and Hollywood insiders, Erewhon has broadened its appeal to tourists looking for unique experiences alongside traditional sightseeing. Evidently, it functions as both a grocery store and a cultural landmark that signifies status, where one can sample a slice of the glamorous L.A. lifestyle.
Christina Basias, visiting from New Jersey with her wife, noted that visiting different Erewhon locations had become a cultural phenomenon. They explored the Santa Monica and Silver Lake sites, eager to discover new wellness trends often exclusive to the grocer. According to her wife, Alexis Androulakis, nearly 40% of the products found at Erewhon are unavailable at typical retail stores.
Established in 1966 by macrobiotic innovators Michio and Aveline Kushi, Erewhon kicked off its journey as a natural foods stall in Boston before relocating to L.A. in 1969. The name, an anagram of “nowhere,” is borrowed from Samuel Butler’s satirical novel about a utopia where illness isn’t tolerated. Tony Antoci and his wife revitalized the brand in 2011, turning the store into a polished destination that became synonymous with celebrity endorsement, most famously through Hailey Bieber’s smoothie collaborations.
Erewhon has effortlessly blended wellness and celebrity culture, transforming routine grocery shopping into an extravagant experience that attracts diverse visitors. For some, the draw is simply to witness what has become a cultural spectacle. For instance, influencer Chloe Forero from Chicago described it as “a Whole Foods on steroids,” emphasizing the performative aspect underlying Erewhon’s popularity.
Forero’s first visit cost her $65 for a sushi roll, two juices, and a cookie, with mixed feelings about her purchase: “I ate that sushi thinking it would change my life. It was not.”
But not all regular customers welcome the influx of tourists. Meredith Lynch, a Los Angeles native and influencer, expressed her frustration about the attention-seeking atmosphere surrounding the Beverly Hills location. According to her, much of L.A. revolves around visibility, and Erewhon has perfectly captured that essence.
Some visitors cherish the cinematic experience of visiting Erewhon. Kiara Dewrance, a chef from South Africa, reminisced about her memorable encounter with the store despite opting out of the $20 Bieber smoothie. She described the visit as feeling akin to witnessing a movie scene come to life.
Gibson Ardoline, a University of Florida student, found value in his trip to the store. Spending $91 on sushi, juice, and a hot bar meal led to a profitable outcome for him, as his TikTok reels about the experience garnered over a million views. “It was worth going one time just to have the laugh and say I spent $90 on lunch,” he remarked.
Conversely, Patrick Oatman, a model and economics major, enjoyed his visit and appreciated the stark contrast from an ordinary grocery store. He described Erewhon as “miles away from a regular grocery store,” highlighting its entertainment factor.
Rath, who dreams of practicing entertainment law in L.A., considered his $100 excursion more of a rite of passage than a regular shopping trip. He speculated that while Erewhon might not become his go-to grocery store, it might find a place in his routine if he relocates to L.A.
When asked to compare Erewhon to other iconic locations he visited, he didn’t hesitate. “Honestly? In-N-Out was fine, but I preferred Erewhon.”
In summary, Erewhon has transcended the traditional grocery shopping experience, positioning itself as not just a retailer, but as a cultural landmark that defines a certain lifestyle among influencers and tourists alike.
image source from：latimes
