How Erewhon made luxury groceries a lifestyle: ‘We’re gonna get high off the good stuff!’
LOS ANGELES — Fitness trainer Gregg Miele — @greggyhustle to his nearly 20,000 Instagram followers — is a creature of habit: Every day, he hits the gym and goes to Erewhon.
At the upscale organic grocer, he might buy a cup of overnight oats (“the best”), replenish his stash of vitamins (“their supplement game’s incredible”) or grab a $12.49 bottle of his favorite Ophora water (“they implement an oxygen component to it — when you open it, you start seeing the bubbles”), which he was cradling like a football at the chain’s new Studio City location on a recent morning.
“It’s a Michelin-star standard for a grocery store, you know what I mean?” Miele, 44, said. “I tell all my clients: There’s no cutting corners with your health.”
Grocery shopping is not typically a daily activity, but Miele is not an anomaly among Erewhon’s extremely devoted and spendy customer base.
Vogue called the chain a “health-food holy site,” the New York Times said it’s “the unofficial hangout for the young, beautiful and bored,” and Vanity Fair declared: “The hottest pandemic club in Los Angeles is Erewhon.” A Los Angeles Times columnist said Erewhon
