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Is Erewhon coming to Boston?
A cryptic Instagram post from the luxury grocery store suggests expansion plans in Boston.
Will Bostonians finally get the chance to pay $20 for a strawberry or viral smoothies at Erewhon, the famous California-based luxury grocery store?
The answer is up in the air after a cryptic Instagram post from the chain suggested nationwide expansion plans on Tuesday.
“A Taste of Erewhon Shipping to Your City. Coming soon,” Erewhon shared, along with map screenshots of 20 cities, including Boston.
Speculation has spread online in the hours since the post went viral. One Reddit post in the Boston sub-Reddit questions where a possible Erewhon might go. “There’s no way it’s going anywhere other than Seaport. It’ll fit right in there,” one user commented. If the celebrity-crazed grocer made its way to Boston, it would be a homecoming of sorts, as the now very California shop reportedly got its start in the Hub of the Universe back in 1966 as one of the first natural foods stores in the country.
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Others online have questioned what the expensive organic purveyor meant when Erewhon edited its post to include the word “shipping.”
Erewhon already ships some of its products — from $50 beef bone broth to $88 sea moss gel — nationwide and to a handful of other countries.
Where will the new Erewhon open at?
byu/CloudNimbus inboston
Boston.com reached out to Erewhon to clarify but didn’t hear back in time for publication.
However, some expansion plans have been made more public in the last few weeks. New York City is getting a “tonic bar,” the name for the counter inside of Erewhon grocery stores that sells its Instagrammable smoothies (sip on Hailey Bieber’s strawberry smoothie for just $20!).
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Entrance into Erewhon’s first east coast tonic bar will be for members-only, but non-members can order the costly juices on certain delivery apps, reports Forbes.
Erewhon’s chief growth officer Kabir Jain also shared some vague expansion plans at a grocery industry convention in Las Vegas, reports industry publication Grocery Dive. That includes building five stores over the next three years “further east across the country.”
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