If you think the private club scene in New York City is a relic of the Gilded Age, think again. As someone who’s spent decades tracking food and dining trends, I’m witnessing a fascinating renaissance of exclusive member-only establishments that are redefining what it means to dine, drink, and shop in a city that never sleeps. But this isn’t your grandfather’s stuffy gentleman’s club – today’s private clubs are sophisticated food destinations that are attracting a new generation of discerning New Yorkers, and there are reports that LA chic grocer Erewhon is coming to the West Village to operate within a private members-only club in Kith Ivy’s wellness and padel club. For anyone not familiar with Erewhon, it’s LA’s trendy place to shop for bespoke, decidedly upscale food and provisions. In a sense, it’s already a private club for loyal, high-profile customers who intentionally dress down to be seen and publicized by the paparazzi.
Think about the possibilities. An Erewhon partnership with Kith Ivy could offer club-exclusive products, limited releases, or members-only wellness events with celebrity nutritionists. This mini Erewhon outlet could have at its core the well-instagrammed celebrity smoothies, including Hailey Bieber’s $20 Strawberry Glaze Skin Smoothie and Jasmine Tookes’ $22 Golden Hour Glow Smoothie.
Members Only
Initially, I doubted this collaboration. However, with some digging around the NYC private club scene, Erewhon appears to fit right in. The grocery store already has its own star-quality devotees. And in New York, history tells a story. Over the past five years, since the pandemic, membership applications at established clubs like The Union Club (founded 1836) and The Century Association (founded 1847) have surged, while a wave of new private clubs – Zero Bond, Casa Cipriani, Ned NoMad, Casa Tua and Maxime’s – have opened their doors to instant waiting lists. What’s driving this boom? It’s simple: in a city where getting a good reservation feels harder than landing on Mars, private clubs offer something increasingly precious – guaranteed access to exceptional food, hospitality, privacy (most private clubs have strict no photos policies) and being surrounded by your social tribe.
What makes these members-only dining experiences special isn’t just the food – it’s the entire ecosystem. Members can walk into the dining room without a reservation and expect to be seated promptly. The staff knows their preferences, dietary restrictions, and favorite cocktails. It’s personalized hospitality at its finest, something that’s increasingly rare in today’s world. Instead of serving hundreds of diners each night, they’re focusing on a smaller, more intimate membership base. For a price of entry.
Match Made in Membership Heaven
Erewhon’s customer base (celebrities, wellness enthusiasts, affluent health-conscious consumers) directly mirrors private club member demographics. These are people who already spend $200+ on a typical grocery visit without blinking. Like the Erewhon customer, private club members pay for access, exclusivity and the affirmation that they have good taste and style.
Think about the possibilities. An Erewhon partnership could offer club-exclusive products, limited releases, or members-only wellness events with celebrity nutritionists. This mini Erewhon outlet could have at its core the well-instagrammed celebrity smoothies, including Hailey Bieber’s $20 Strawberry Glaze Skin Smoothie and Jasmine Tookes’ $22 Golden Hour Glow Smoothie, that club members could grab after their rooftop padle matches.
From Erewhon’s perspective, partnering with Kith Ivy is reaching a captive, high-spending audience in prime NYC real estate without the overhead of opening standalone stores. For Kith Ivy, it adds another layer of premium amenities that could help justify its membership fees, which reportedly run $7,000 a year for dues on top of a one-time $36,000 initiation fee.
The Gourmet Market Revolution
Here’s where things get really interesting from a food retail perspective. Many of the new private clubs are already incorporating upscale food markets and specialty retail into their offerings. Members can purchase the same high-quality ingredients used in the club’s restaurants to take home – from dry-aged steaks and house-made charcuterie to artisanal cheeses from small-batch producers.
Casa Cipriani, for example, offers members access to premium Italian imports that aren’t available in regular retail – think estate olive oils, aged balsamic vinegars, and specialty pasta from small Italian producers. Zero Bond has partnered with local artisans to offer members exclusive products, from small-batch hot sauces to house-cured salmon. Having Erewhon’s buyers being able to curate and source these offerings not only brings Kith Ivy caché but also relieves the club of a huge burden that frankly most clubs don’t have the expertise to manage.
The Future of Members-Only Retail
As I look ahead, I see this trend continuing to grow. The pandemic taught us the value of intimate, personalized experiences, and private clubs deliver exactly that. They’re also addressing a real pain point in New York’s (and most sophisticated cities) food scene – the difficulty of securing good reservations at top restaurants and the convenience of shopping for unique, trendy foods to bring home.
Private clubs in New York City have evolved far beyond their traditional roots. They’ve become sophisticated food destinations that combine exceptional cuisine, innovative cocktails, and curated retail experiences with the kind of personalized service that’s becoming increasingly rare in our digital age. Erewhon is the perfect food retailer to include in members-only clubs.
Upscale clothing retailers and traditional supermarkets have been struggling for years as the online shopping experience has taken over. Perhaps it’s time to revisit the private club concept and offer membership benefits that are rich and relevant. We need incentives to bring people back into the stores. And we all know membership has its privileges.
