Erewhon, the Los Angeles-based exclusive grocery chain, is coming to New York City with an eye-watering entry fee, but there's a catch.
Ronnie Fieg, the founder and CEO of streetwear clothing brand Kith, announced that the luxury market was getting a spot in his members-only padel club in the West Village, as first reported by independent reporter Emily Sundberg.
Fieg shared the floor plan for his members-only club on Instagram, illusively captioning the post: 'KITH IVY. It's a thing'.
Sundberg reviewed the pitch deck for the exclusive club, revealing that those who want to step foot inside will have to fork over a $36,000 initiation fee plus $7,000 in annual dues.
The plans revealed that the Erewhon will be situated next to a cold plunge and treatment rooms.
The club will also have a living room, a gym, a boutique, locker rooms, and a relaxation room, according to the floor plan shared by Fieg.
Kith previously announced the luxury padel brand and club with a pop-up in Grand Central Station.
Kith Ivy shared a photo of the pop-up padel court on Instagram on Tuesday, writing: 'We are proud to introduce our luxury Padel brand and club, Kith Ivy.
'To celebrate its upcoming launch, we have built a Padel court inside Vanderbilt Hall at Grand Central Terminal for guests to have a chance to play at no-cost.
'The Kith Ivy Padel Court at Grand Central is now open until September 10th. While slots have been booked since our announcement, visit the court in-person to get on the waitlist'.
The members-only club has already stirred up drama, with residents previously protesting the proposal at 120 Leroy Street.
Fieg joined forces with the owners of a downtown Manhattan restaurant called Cafe Mogador and Manhattan Equities, a development firm owned by the billionaire Cayre family, to erect the exclusive West Village club.
The proposal included a rooftop bar, padel courts, a restaurant from the owners of Cafe Mogador, and a spa.
Residents of the West Village rallied against the proposal, arguing that the club would disrupt the residential neighborhood and bring in unwanted traffic from wealthy members, the New York Post reported in March.
Scott Bird, a resident of the neighborhood, told the Post: 'We all moved into this neighborhood because it was quiet and charming. There isn’t a rooftop bar within a mile of here. This is just wild'.
'What they’re putting up there is a nightclub,' local Charles Dunne agreed.
The proposal then eliminated the rooftop bar and club to appease locals who protested the change in their neighborhood.
Padel is a niche racquet sport taking over the pickleball craze. It is a cross between tennis and squash, where players use a tennis ball to volley across a net in an enclosed court.
Specific plans for the West Village club haven't been fully released to the public, but the brand described Kith Ivy as: 'A luxury Padel brand and club where competition and community collide'.
Kith Ivy is Fieg's latest creation after launching his lifestyle brand in 2011. Kith was born in New York City as a lifestyle brand and specialty retailer.
Fieg hasn't shared specific details about the launch of Kith Ivy besides the floor plan, which includes a small Erewhon.
The space allocated for the luxury market won't be as comprehensive as the Los Angeles locations, featuring only a 'tonic bar' with a limited selection of juices and smoothies.
Non-members in the delivery range will be able to order limited quantities from the tonic bar through Postmates and Uber Eats, Business Insider reported.
Erewhon's smoothies have gone viral on social media, with most products over $16. The brand currently offers a Strawberry Glaze Skin smoothie in collaboration with Hailey Bieber for a whopping $20.
Daily Mail has reached out to Erewhon for comment on plans for the New York City location.
