The New Must-Have Perk for Luxury Apartments? An Erewhon Membership.

Why the cult grocery store known for its celebrity smoothie flavors and sky-high prices is expanding its reach into residential real estate.

BY ALI DONALDSON, STAFF REPORTER @ALICDONALDSON

Erewhon grocery store in Los Angeles. Photo: Getty Images

Golf simulators and infrared saunas are no longer enough. The new must-have amenity for luxury apartments is an Erewhon membership. 

The cult Southern California grocery chain has partnered with the Mercer, a new apartment building in West Hollywood, to give its tenants free memberships. The chain has become a coveted launchpad for upstart better-for-you brands like Leisure Hydration and........

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