![]() ![]() “This is something that is often difficult to form into words,” Antoci concluded. “And, importantly,” Antoci said, “feel.” That is, Erewhon’s approval team “must have a good feel about the brand,” he said. Packaging is the second most important criteria, distribution third. The retailer also prioritizes minimally-processed packaged grocery goods for instance, preferring CPG products made with little or no refined sugar. Erewhon’s vetting team looks for vendors that check off certain nutritional certifications, such as non-GMO and USDA Organic status. “Real food is the core of who we are and the products we strive to carry.” That said, Antoci said the retailer’s buyers do continually have their eyes “on the most up and coming CPG brands.”Īs an influential retailer with an endless flow of inbound inquiries from brands, Antoci said the company sticks to a strict list of product prerequisites. “We look at ingredients first and foremost,” he said. “We are constantly monitoring CPG trends through various channels, as we strive to be first to market with the highest quality products.”Īntoci said that despite the influencer following the grocery retailer has gained in the age of social media age, the cult status isn’t a big influence on Erewhon’s vendor selection. “Our cult following among young consumers is a pure reflection of the increasing rise in interest to better our health,” Vito Antoci, vp of brand development at Erewhon, told Modern Retail. In 2019, Forbes reported that Erewhon generated $2,500 in sales per square foot of floor space - which at the time was over four times more than the average grocery store. Erewhon’s high-income clientele also drives a lot of sales. Brands that are just starting out are enticed by the possibility of having one of Erewhon’s well-known regulars post about their product on social media, and as such are increasingly determined to get into Erewhon from year one. The grocer now has seven locations, most recently adding a store in Silver Lake in 2020 and another inside a former Pasadena Borders location in November 2021.įor brands, Erewhon is also a place to see and be seen. Erewhon has been rapidly expanding since receiving an injection of capital from Stripes Group in 2019, which now owns a minority stake in the retailer. ![]() And over the past few years, Erewhon has attracted a fanbase of young consumers, as well as health and wellness influencers - everyone from Gwyneth Paltrow to Emma Chamberlain to the Kardashian-Jenner family. ![]() Its offerings include a beef dandelion echinacea bone broth for $14 a jar, and $20 Cult Coconut vegan yogurt. In the past decade, the high-end store has become known for its trendy and expensive groceries. The retailer’s current iteration began in 2011, when husband and wife team Tony and Josephine Antoci acquired Erewhon. While the original location didn’t survive, its original owners eventually headed west and expanded it in the Los Angeles area. For followers of Los Angeles socialites, it’s hard to go a week without seeing an Erewhon haul or two on Instagram.Įrewhon Market was founded back in 1966 in Boston by Japanese immigrants Aveline and Michio Kushi. ![]()
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