Overview

• An Instagram slideshow of about 20 city maps first read “A taste of Erewhon in your city” before the caption was edited to “Shipping to your city.”
• Erewhon later announced nationwide shipping begins Oct. 3, featuring do‑it‑yourself smoothie kits such as the Hailey Bieber–endorsed Strawberry Glaze, with other products still unspecified.
• The tease triggered widespread confusion as many assumed brick‑and‑mortar expansion, and subsequent clarification drew visible disappointment in comments.
• The chain remains concentrated in Southern California with roughly a dozen stores and is testing nontraditional reach through pop‑ups and a smoothie counter inside New York’s Kith Ivy members club.
• Erewhon’s growth chief has discussed exploring markets farther east, but reporting indicates no confirmed plans for physical stores in the featured cities.