In recent years, Erewhon has transformed from just another health food market in Los Angeles into a retail phenomenon. It’s hard to pinpoint the exact moment that propelled Erewhon into the spotlight, but there’s no denying its success. With its 10th and newest location in Pasadena, the flagship store has seen such robust sales that 40 additional employees were hired to keep up with demand. Each of Erewhon’s stores, all in affluent neighborhoods within Los Angeles County, averages $1,800 in weekly sales per square foot, bringing in about $1 million in sales per store each week. This is comparable to a well-trafficked Whole Foods, which operates on a much larger retail space but generates the same amount in sales.
But what exactly is Erewhon for those who are unfamiliar? It’s more than just a health food market. Erewhon offers a sleek and inviting space, designed by renowned architect Humberto Nobrega, where customers can find trendy supplements like sea moss and lion’s mane mushroom, cult-favorite hot bar items like organic buffalo cauliflower, smoothies endorsed by celebrities, and high-quality, non-genetically modified produce and snack foods. However, Erewhon has also become a trendy gathering spot for Hollywood’s elite. It’s a place where celebrities and tourists alike gather to sip on smoothies, mingle, and take selfies. Erewhon has captured the essence of the quintessential LA experience, reminiscent of the iconic fashion boutique Fred Segal from the ’90s.
Celebrities such as Andrew Garfield, Dakota Johnson, Miley Cyrus, A$AP Rocky, Jake Gyllenhaal, and Lily-Rose Depp have all been spotted at Erewhon, and many more continue to flock to the store. Ever since Hailey Bieber’s smoothie went viral on TikTok, hundreds of celebrities and influencers have tried to get their own signature smoothie on the menu, but only a select few have succeeded. Erewhon has become an online retail platform, dabbled in streetwear drops, and even hosted Coachella activations. Despite its massive popularity, Erewhon manages to be a viral marketing juggernaut with virtually no in-house marketing team and zero advertising budget.
The question remains, who is behind Erewhon’s success? Surprisingly, it’s not the brainchild of some health-obsessed entrepreneur or the result of extensive market research. Erewhon was started by the Antoci family, a wholesome and extremely wealthy family from Brentwood. They have joined the ranks of the world’s most influential wellness tycoons within a decade. With their sons and daughter eager to join the family business, Erewhon’s future looks promising.
The Antocis, consisting of dad Tony, mom Josephine, eldest child Alec, and their youngest Maddy, did not build their business by being the most expensive or catering solely to celebrities. Their success grew organically, which is what sets Erewhon apart. Tony and Josephine met when they were working at a Chinese restaurant in Beverly Hills. Tony, coming from a family of entrepreneurs, grew up in Pasadena, and Josephine had recently immigrated from Taiwan. They married in 1993, and Josephine became an exceptional cook, honing her skills under Tony’s mother’s guidance. She manages the entire food program at Erewhon, meticulously crafting and assessing every product that makes it onto the store shelves.
Despite humble beginnings, Erewhon has become a haven for health-conscious individuals and a destination for those seeking the LA experience. The Antocis’ story is a testament to their hard work and dedication, turning Erewhon into a global wellness empire. As their empire continues to grow, the world will undoubtedly be watching their next move.