Influencer Marketing Strategy
Erewhon’s Influencer Marketing Strategy
Erewhon is a luxury grocery store chain rooted in Los Angeles, with ten locations and a reputation for being a hub for health-conscious celebrities and influencers. Originally founded in 1966, the brand was revitalized in 2011 when Tony and Josephine Antoci acquired it. Although Erewhon had been a local staple for decades, its cultural relevance skyrocketed during the COVID-19 pandemic, when grocery stores became one of the few safe, open public spaces. Celebrities such as Cara Delevingne, Miley Cyrus, and Jake Gyllenhaal were frequently spotted shopping at Erewhon, further reinforcing its image as an elite destination.
Erewhon differentiates itself by offering high-end, wellness-focused products, and through its deep integration with social media culture, particularly TikTok and Instagram. Its luxury status is not only about the premium items it sells but also about the exclusive experience it offers—where celebrity sightings, viral product launches, and trend-driven collaborations are part of everyday shopping. What began as a niche health food store evolved into a full-fledged lifestyle brand, attracting a new generation of consumers eager to be part of the Erewhon phenomenon.
The store's ability to blend exclusivity, wellness, and pop culture has made it more than just a grocery chain—it is now an aspirational symbol representing status, health, and trend-savviness.
Sales:
Erewhon’s strategic marketing and influencer collaborations have fueled major sales growth, particularly through its now-iconic smoothie program. One of its best-known products, the Hailey Bieber Smoothie, continues to sell approximately 40,000 units per month, driving significant in-store traffic and media coverage. Limited-time activations, such as the scratch card giveaway tied to Bieber’s Rhode skincare launch, have successfully integrated product promotion with experiential shopping, boosting both brand loyalty and immediate sales. Erewhon’s positioning as a luxury, celebrity-endorsed destination has also led to increased demand for its curated range of health, wellness, and celebrity-founded brands, solidifying its reputation as one of Los Angeles’ most profitable boutique grocery chains.
Collaborations:
Collaborations are central to Erewhon’s marketing success. Since launching its first smoothie collaboration with Tinx in 2021, Erewhon has continued to partner with a lineup of A-list celebrities including Hailey Bieber, Kourtney Kardashian, Olivia Rodrigo, Sabrina Carpenter, and Emma Chamberlain. These limited-edition smoothie launches consistently go viral, creating buzz across TikTok and Instagram and driving fans to the stores to try the exclusive products themselves. In addition to smoothies, Erewhon collaborates by stocking celebrity-owned brands such as Chamberlain Coffee and The Absorption Company by Ian Somerhalder. Their approach goes beyond official partnerships: Erewhon benefits heavily from organic content as micro and macro influencers alike showcase shopping hauls, mukbangs, and private chef grocery runs, reinforcing its aspirational image. By tapping into both official and organic influencer culture, Erewhon has positioned itself at the intersection of luxury retail, wellness, and celebrity-driven lifestyle marketing.
Written By: Heather Dinman
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