"“An Erewhon dupe just opened right across the street from Erewhon in West Hollywood,” a user said in a video on TikTok. Dozens of similar TikTok videos also flooded the app over the weekend, with Angelenos flocking to compare the new kid on the block."
"Laurel Supply launched with no press release or social media, betting instead on two things: its aesthetics and the willingness of curious passersby to post their own content. “An Erewhon dupe just opened right across the street from Erewhon in West Hollywood,” a user said in a video on TikTok."
"Although shoppers with big enough bank accounts can opt to buy their entire groceries at places like Erewhon, most customers only buy specific products, such as items from the prepared food section or viral snacks. Still, Erewhon does more than break even, which explains why others might want to tap into the luxury grocery space, filled with aspiration and $20 celebrity-branded smoothies."
"It's not just about single products, but rather the lifestyle that Erewhon sells along with it, which is why customers will pay a $200-a-year membership for exclusive p"
Laurel Supply, a new luxury grocery market in West Hollywood, resembles Erewhon with natural light and timber interiors. It is located near Erewhon and was opened by the owners of neighboring restaurant Laurel Hardware, who had local knowledge built over years. The store launched without press releases or social media, relying on its appearance and on passersby posting their own content. TikTok users quickly compared it to Erewhon, driving attention through viral videos. The move reflects competition for high-end shoppers who often buy only certain viral or prepared items, while luxury grocers profit by selling a lifestyle and exclusive access, including paid memberships.
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