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New Yorkers are finally getting a taste of Erewhon, though it’s arriving with a twist.
Instead of a flagship market, the California-based wellness destination has launched a tonic bar inside Kith Ivy, a private West Village padel club. From 7 a.m. to 4 p.m., members can grab Erewhon’s signature smoothies and juices without leaving the club.
But the price tag is steep. Membership at Kith Ivy runs $36,000, and Erewhon’s smoothies hover around $25 a pop. Add in up to 80g of sugar per bottle, and shoppers are left wondering: is it truly health, or just hype?
At Cohere Commerce, we’re less focused on the exclusivity and more on the bigger picture: what this experiment reveals about New York’s retail landscape and how brands can win in the city.
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What New York Consumers Actually Care About
From our retailer network across New York, we hear consistent feedback on what shoppers value most. Erewhon may spark buzz, but to truly resonate in NYC, products need to hit on a few non-negotiables:
- Flavor + Quality: Plant-based snacks, blondies, and functional supplements sell best when taste matches health benefits.
- Lifestyle Alignment: Vegan, gluten-free, Paleo, and keto-friendly options fit seamlessly into busy, health-conscious routines.
- Shelf Appeal: Bold, clean packaging helps products stand out in crowded stores and makes them easier for retailers to recommend.
- Innovation: Non-alcoholic wines, adaptogenic spirits, and functional beverages continue to carve out strong positions.
- Brand Story: Woman-owned, local, and wellness-driven brands create deeper connections with NYC consumers.
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Top-Selling Categories in New York
Based on retailer reviews and sales insights through Cohere Commerce, here are the categories currently driving momentum:
- Baked Goods + Snacks: Blondies, cookies, brownies, and clean-label treats.
- Functional Supplements: Magnesium, adaptogens, nootropics, and beauty-from-within formulas.
- Specialty Diet Products: Vegan, gluten-free, Paleo, and keto-friendly staples.
- Innovative Beverages: Functional spirits, adaptogenic drinks, and non-alcoholic alternatives.
- Unique Pantry Items: Halva, hot sauces, and condiments with bold flavor and strong brand identity.
Takeaway for Emerging Brands
Erewhon’s NYC launch might feel more like a flex than a retail strategy, but it reflects a larger truth: the demand for health-forward, innovative products in New York is only growing.
For emerging brands, the opportunity lies in accessibility, flavor, and authenticity—not exclusivity. Retailers tell us again and again that New Yorkers are ready to pay a premium, but only when the product delivers on both health and experience.
At Cohere Commerce, we’ll continue tracking how Erewhon’s experiment plays out—and how other brands are successfully connecting with this influential market.
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