Erewhon to Open First NYC Outpost at Midtown Equities’ 120 Leroy Street

Los Angeles cult grocer Erewhon — famous for its $20 smoothies and celebrity clientele — is heading to New York. The chain’s first East Coast store will anchor a $7 million mixed-use development in Manhattan’s West Village.

The project goes beyond grocery: expect a members-only club, a rooftop padel court, and wellness perks like cold plunge pools. Erewhon is positioned as more than a store — it’s a lifestyle hub designed to blend retail, community, and luxury.Backers include the Cayre family’s Midtown Equities, known for stakes in Soho House and Casa Cipriani. Their bet on Erewhon underscores a shift in retail strategy: fusing hospitality, wellness, and exclusivity to boost neighborhood cachet and property values.

For the West Village, Erewhon’s arrival is more than a store opening — it’s a signal of how developers are reimagining urban luxury.